Tat Keh, Hean; Wei Teo, Chi - In: International Journal of Retail & Distribution Management 29 (2001) 8, pp. 370-378
Explores the concept of viewing retail customers as partial employees. When retailers provide services to customers, they tend to rely solely on store employees, missing out on a hidden asset, their customers. When shopping, customers perform two roles: in‐role; and extra‐role. The former...