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Balancing service inclusion for primary and secondary customers experiencing vulnerabilities
Journal of Services Marketing ( IF 5.246 ) Pub Date : 2021-08-04 , DOI: 10.1108/jsm-07-2020-0305
Henna M. Leino 1 , Leila Hurmerinta 1 , Birgitta Sandberg 1
Affiliation  

Purpose

Secondary customers often experience secondary vulnerabilities that manifest in family-centred transformative services as other- and self-related customer needs. Yet, a relational perspective on primary and secondary customers’ needs is lacking. The study analyses secondary customers’ needs and their relationship to primary customers’ needs to enhance well-being in customer entities. The service inclusion lens is used to understand customers’ experiences of vulnerability.

Design/methodology/approach

The study uses an exploratory approach. The data consists of ethnographic observations and interviews of elderly residents (primary customers), their family members (secondary customers) and nurses in two nursing homes.

Findings

Primary and secondary customers’ needs are interrelated (or unrelated) in four ways: they are separate, congruent, intertwined or discrepant. The vulnerability experiences fluctuate in intensity and over time, individually reflecting on these need dimensions.

Research limitations/implications

The study contributes to service research concerning customers’ experiences of vulnerability, secondary customers and their inclusion in services. Primary customers’ service inclusion may increase/decrease secondary customers’ service inclusion and their experience of vulnerability. Moreover, secondary customers’ inclusion is often necessary to foster primary customers’ inclusion and well-being.

Practical implications

Fostering service inclusion and well-being for primary and secondary customers requires balanced inclusion and acknowledging the needs of both groups. Service providers may need to act as moderators within customer entities if discrepant needs occur.

Originality/value

The study addresses the under-researched areas of family members’ customer needs, their relation to primary customers’ needs, experiences of secondary vulnerability and context-related vulnerability.



中文翻译:

为遇到漏洞的主要和次要客户平衡服务包容性

目的

次要客户经常会遇到次要漏洞,这些漏洞在以家庭为中心的转型服务中表现为其他和自身相关的客户需求。然而,缺乏关于主要和次要客户需求的关系视角。该研究分析了次级客户的需求及其与初级客户需求的关系,以提高客户实体的幸福感。服务包容镜头用于了解客户的脆弱性体验。

设计/方法/方法

该研究采用探索性方法。数据包括对两个疗养院的老年居民(主要客户)、他们的家庭成员(次要客户)和护士的人种学观察和访谈。

发现

主要和次要客户的需求以四种方式相互关联(或不相关):它们是独立的一致的交织的不一致的。脆弱性经历的强度和时间会有所波动,分别反映这些需求维度。

研究限制/影响

该研究有助于服务研究,涉及客户的脆弱性体验、次要客户及其参与服务。主要客户的服务包容性可能会增加/减少次要客户的服务包容性及其脆弱性体验。此外,为了促进初级客户的包容性和福祉,次级客户的参与通常是必要的。

实际影响

促进初级和次级客户的服务包容性和福祉需要平衡包容性并承认这两个群体的需求。如果出现不一致的需求,服务提供商可能需要在客户实体中充当调解人。

原创性/价值

该研究解决了家庭成员的客户需求、他们与主要客户需求的关系、次要脆弱性的经验和与环境相关的脆弱性等研究不足的领域。

更新日期:2021-10-06
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