Understanding Vulnerable, Stigmatized, and Marginalized Consumers in Service Settings

Understanding Vulnerable, Stigmatized, and Marginalized Consumers in Service Settings

The theoretical and practical implications of consumer vulnerability in services is profound, as it reveals that service marketers play a key role in enhancing, or destroying, individual, communal, national, and even global well-being. Interestingly, although service marketers and practitioners readily accept the fact that consumers enter service contexts with different expectations, considerably less is known regarding the impact of consumers entering contexts with differing vulnerability conditions. Along these lines, one may even question whether the discipline's sacrosanct theories, frameworks, and axioms even generalize among vulnerable consumers.


An exploration of servicescapes' exclusion and coping strategies of consumers with "hidden" auditory disorders,An integrative transformative service framework to improve engagement in a social service ecosystem: the case of He Waka Tapu,Child helplines: how social support and controllability influence service quality and well-being,Commentary: Vulnerable Consumers in Service Settings,Consumer-citizens mobilizing social capital following a natural disaster: effects on well-being,Do service scripts exacerbate job demand–induced customer perceived discrimination?,Employee, branch, and brand switching: the role of linguistic choice, use and adaptation,Hedonic and eudaimonic well-being outcomes from co-creation roles: a study of vulnerable customers,In their shoes: co-creating value from deaf/hearing perspectives,LGBTQ and religious identity conflict in service settings,Online support for vulnerable consumers: A safe place?,Reconstructing lives: transformative services for human trafficking survivors,Service quality and acculturation: advancing immigrant healthcare utilization,The effects of store environment elements on customer-to-customer interactions involving older shoppers

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