Changing roles of customers: consequences for HRM

Abstract

Purpose – The objective of this paper is to provide researchers and practitioners with an understanding of the implications and consequences of changes in customer roles and involvement on human resource management (HRM) within a service context.Design/methodology/approach – This paper is conceptual and the approach adopted is analytical. Extant research and concepts have been used to analyse customer roles and customer involvement and their effects on employees. Based on these insights, managerial and research implications are discussed.Findings – The insights from this study provide conceptual support for including customers as a relevant reference and/or extension of HRM beyond the organisational boundaries. Customers can actually significantly influence the success of a company's HRM.Research limitations/implications – Analysis of the interrelatedness of customer involvement and HRM is limited to services than encompass emotional and communicative aspects. It is argued that an extension of HRM concept...