In recent decades, much of the manufacturing sector in advanced Western market economies has either been automated or relocated to developing countries where the cost of production is comparatively lower. As factories closed down in the West, new forms of employment emerged to fill the vacuum. It is in this context that the interactive services economy rose to prominence. The interactive services sector is defined here as that part of the economy in which companies engage customers face-to-face, offering them a positive consumer experience. Physical products, many of which are manufactured in the East, are still retailed in this sector, but the key to encouraging consumption is for firms to create the right atmosphere for customers to part with their money. To achieve this atmosphere, firms employ a number of marketing techniques that elicit a positive response to the products and/ or services on offer. Increasingly, these same organizations are starting to recognize that the physical appearance of front-line staff can also play an important role in business success (or failure).
|Title of host publication||Case studies on employment, work and human resource management|
|Editors||Tony Dundon, Adrian Wilkinson|
|Place of Publication||Cheltenham|
|Publisher||Edward Elgar Publishing|
|Number of pages||5|
|Publication status||Published - Feb 2020|
Timming, A. (2020). Human resource management and relationship marketing: How two organizations leveraged tattoos to build their brand. In T. Dundon, & A. Wilkinson (Eds.), Case studies on employment, work and human resource management (pp. 178–182). Cheltenham: Edward Elgar Publishing.