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Trading Places: Employees as Customers, Customers as Employees

Michael R. Bowers (Assistant professor of marketing at the University of Alabama at Birmingham.)
Charles L. Martin (Assistant professor of marketing at The Wichita State University, Wichita, Kansas.)
Alan Luker (Assistant director of marketing at Baptist Medical Centers in Birmingham, Alabama.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 1990



Offers a fresh outlook for managing the delicate interaction between the customer and the contact employee in the service environment. Emphasizes that the quality of the customer‐employee interfacehas a great effect on customers′ perceptions of the quality and value of the service, as well as on their satisfaction. Suggests a model of how companies can improve this interface by treating employees ascustomers and customers as employees, thus developing lower cost and higher quality services and also higher levels of satisfaction on the part of both customers and employees. Recommends various steps for management to take.



Bowers, M.R., Martin, C.L. and Luker, A. (1990), "Trading Places: Employees as Customers, Customers as Employees", Journal of Services Marketing, Vol. 4 No. 2, pp. 55-69.




Copyright © 1990, MCB UP Limited

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