Purpose

The purpose of this paper is to explore the role of service flexibility in addressing consumer vulnerability for chronically-traumatized consumers within the funerary context.

Design/methodology/approach

Using phenomenological philosophy and a grounded approach, data was collected and analyzed through 12 depth interviews with funeral service providers, coupled with observations and photographs of three second-line funeral processionals.

Findings

Study results include the following three primary roles of service providers in supporting chronically-traumatized consumers: the role of service fluidity in addressing trauma, mitigating vulnerability via service providers as community members and alleviating suffering through compassionate service. Service flexibility and value co-creation efforts were executed through an expansive service ecosystem of vendors.

Practical implications

When consumers experience vulnerability that demands reliance upon service industries, service providers can intentionally implement fluidity and agility in service design, adopt understanding and altruistic practices, and operate with empathy and compassion to orchestrate mutually-beneficial service outcomes.

Social implications

Rooted in transformative service research, providers are advised to consider modifying services to improve well-being and mitigate vulnerability for chronically-traumatized consumers via fluidity, community and compassion.

Originality/value

This study contributes originality to the body of service marketing literature by illustrating how service providers alleviate vulnerability for chronically-traumatized consumers through three adaptive service strategies.

中文翻译：

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和谐居家：通过服务流动性和同情心减轻消费者的脆弱性

目的

本文的目的是探讨服务灵活性在解决丧葬环境中长期遭受创伤的消费者的消费者脆弱性方面的作用。

设计/方法/方法

使用现象学哲学和扎根方法，通过对葬礼服务提供商的 12 次深度访谈收集和分析数据，并结合三名二线葬礼队伍的观察和照片。

发现

研究结果包括服务提供者在支持长期受创伤的消费者方面的以下三个主要作用：服务流动性在解决创伤方面的作用、通过作为社区成员的服务提供者减轻脆弱性以及通过富有同情心的服务减轻痛苦。服务灵活性和价值共创工作通过广泛的供应商服务生态系统执行。

实际影响

当消费者遇到需要依赖服务行业的脆弱性时，服务提供商可以有意识地在服务设计中实现流动性和敏捷性，采用理解和利他的做法，并以同理心和同情心来协调互惠互利的服务结果。

社会影响

植根于变革性服务研究，建议提供商考虑修改服务，以通过流动性、社区和同情心来改善长期受创伤的消费者的福祉并减轻其脆弱性。

原创性/价值

本研究通过说明服务提供商如何通过三种适应性服务策略减轻长期遭受创伤的消费者的脆弱性，为服务营销文献提供了独创性。