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Commentary: vulnerable consumers in service settings

Commentary: vulnerable consumers in service settings PurposeThis commentary aims to introduce a collection of articles that highlights the experiences, needs and challenges of vulnerable consumers within a variety of service contexts. As a research collection, the investigations reveal that service researchers have overlooked how service design and processes affect vulnerable consumers.Design/methodology/approachThe commentary is a conceptual perspective based on the investigations put forward in this special issue, extant literature and the editors’ perspectives.FindingsMany consumers enter service contexts in some type of vulnerable condition. These conditions may include those relating to deafness, hearing impairments, older age, sexual orientation, immigration status and acculturation, participation in sexual exploitation, geographical remoteness, mental health challenges, obesity, natural disasters, language barriers and being the brunt of service provider discrimination.Research limitations/implicationsService researchers are encouraged to consider how the service marketing’s foundational theories, frameworks, concepts and axioms generalize among vulnerable consumers.Practical implicationsService practitioners need to realize customers often enter service contexts owing to some type of vulnerable condition that influences their expectations and perceptions of service quality.Originality/valueThis special issue expands the discipline’s understanding of vulnerable consumers and exposes an array of conditions that affect their experiences and journeys within service settings. Service organizations dedicated to enhancing consumer well-being must understand how they can help remedy, or lessen, the consequences associated with vulnerable conditions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Commentary: vulnerable consumers in service settings

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/JSM-05-2017-0156
Publisher site
See Article on Publisher Site

Abstract

PurposeThis commentary aims to introduce a collection of articles that highlights the experiences, needs and challenges of vulnerable consumers within a variety of service contexts. As a research collection, the investigations reveal that service researchers have overlooked how service design and processes affect vulnerable consumers.Design/methodology/approachThe commentary is a conceptual perspective based on the investigations put forward in this special issue, extant literature and the editors’ perspectives.FindingsMany consumers enter service contexts in some type of vulnerable condition. These conditions may include those relating to deafness, hearing impairments, older age, sexual orientation, immigration status and acculturation, participation in sexual exploitation, geographical remoteness, mental health challenges, obesity, natural disasters, language barriers and being the brunt of service provider discrimination.Research limitations/implicationsService researchers are encouraged to consider how the service marketing’s foundational theories, frameworks, concepts and axioms generalize among vulnerable consumers.Practical implicationsService practitioners need to realize customers often enter service contexts owing to some type of vulnerable condition that influences their expectations and perceptions of service quality.Originality/valueThis special issue expands the discipline’s understanding of vulnerable consumers and exposes an array of conditions that affect their experiences and journeys within service settings. Service organizations dedicated to enhancing consumer well-being must understand how they can help remedy, or lessen, the consequences associated with vulnerable conditions.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Jul 10, 2017

References

  • Transformative service research: an agenda for the future
  • Building understanding of the domain of consumer vulnerability