Commentary: vulnerable consumers in service settings
What is it about?
The issue looks at service issues from perspectives of other customers who often don't obtain value during service exchanges.
Why is it important?
Many consumers report overt or subtle discrimination in service contexts. And when it happens, it’s bad news for everyone. Obviously, it’s bad for business. But it also has serious implications for both the individuals who experience discrimination and for society more broadly. Service marketers and practitioners know that consumers enter service contexts with different expectations. But despite this fact, there has been little research into vulnerable consumers and the effects surrounding them until recently. A new special issue of the Journal of Services Marketing addresses issues relating to vulnerable consumers in depth – and shows that it’s time for a paradigm shift.
The following have contributed to this page: Dr. Tali Seger-Guttmann and Mark Rosenbaum
In partnership with: