Viewpoint: a primer for inclusive service marketing theory
ISSN: 0887-6045
Article publication date: 10 August 2020
Issue publication date: 7 November 2020
Abstract
Purpose
This viewpoint sheds light on an as yet underrepresented consumer group. Considering impaired consumers in our theories would not only change these theories’ meaning but also add variance. These theories would therefore develop from a specific case theory to a broadly acceptable and applicable theory.
Design/methodology/approach
As a viewpoint paper, this work relies on previously published literature and highlights exemplary shortcomings in the servicescape and customer experience theory.
Findings
The paper specifies shortcomings in the current theory development and application. While service marketing scholars consistently consider the normal and representative consumer, changing the customer groups will lead to a broader understanding of consumer behavior.
Originality/value
This paper not only highlights impaired consumers’ different needs and expectations, but also discusses the difference between impairment and disability. Given this distinction, the paper calls for further research on such consumers.
Keywords
Citation
Kuppelwieser, V.G. and Klaus, P. (2020), "Viewpoint: a primer for inclusive service marketing theory", Journal of Services Marketing, Vol. 34 No. 6, pp. 749-756. https://doi.org/10.1108/JSM-04-2020-0128
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited