Purpose

Service captivity is described as the experience of constrained choice whereby a consumer has no power and feels unable to exit a service relationship. This study aims to explore how positive service experiences can contribute to service captivity in the alternative financial services (AFS) sector for consumers experiencing financial vulnerability.

Design/methodology/approach

A total of 31 interviews were undertaken with Australian consumers of payday loans and/or consumer leases.

Findings

The authors reveal a typology of consumers based on their financial vulnerability and their experience with AFS providers. Then they present three themes relating to how the marketing practices of these providers create a positive service experience, and, in doing so, can contribute to service captivity for consumers experiencing financial vulnerability.

Research limitations/implications

The benefits derived from positive service experiences, including accessible solutions, self-esteem, and a sense of control over their financial situation, contribute to the service captivity of some consumers, rendering alternative avenues less attractive.

Practical implications

AFS providers must ensure a socially responsible approach to their marketing practices to minimize potentially harmful outcomes for consumers. However, a systems-level approach is needed to tackle the wider issue of financial precarity. Policymakers need to address the marketplace gaps, regulatory frameworks and social welfare policies that contribute to both vulnerability and captivity.

Originality/value

This research extends the understanding of service captivity by demonstrating how positive service experiences can perpetuate this situation. Further, specific solutions are proposed at each level of the service system to address service captivity in the AFS sector.

中文翻译：

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积极的服务体验如何促进服务俘虏

目的

服务束缚被描述为一种受限制的选择体验，在这种体验中，消费者没有权力并且感到无法退出服务关系。本研究旨在探讨积极的服务体验如何有助于替代金融服务 (AFS) 部门为经历金融脆弱性的消费者提供服务。

设计/方法/方法

对澳大利亚发薪日贷款和/或消费者租赁消费者进行了总共 31 次访谈。

发现

作者根据消费者的财务脆弱性和他们与 AFS 提供商的经验揭示了消费者的类型。然后，他们提出了三个主题，这些主题涉及这些提供商的营销实践如何创造积极的服务体验，并且在这样做的过程中，可以为经历金融脆弱性的消费者提供服务束缚。

研究限制/影响

积极的服务体验所带来的好处，包括易于获得的解决方案、自尊和对其财务状况的控制感，导致一些消费者被服务束缚，从而降低了替代途径的吸引力。

实际影响

AFS 供应商必须确保对其营销实践采取对社会负责的方法，以尽量减少对消费者的潜在有害结果。然而，需要一种系统级的方法来解决更广泛的金融不稳定问题。政策制定者需要解决导致脆弱性和囚禁的市场差距、监管框架和社会福利政策。

原创性/价值

这项研究通过展示积极的服务体验如何使这种情况持续下去，扩展了对服务囚禁的理解。此外，在服务系统的每个级别都提出了具体的解决方案，以解决 AFS 部门中的服务俘虏问题。