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Exploring interactions between commuters with disabilities and transport service providers

Emmanuel Mogaji (Greenwich Business School, University of Greenwich, Greenwich, UK and Department of Research Administration and International Relations, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)
Nguyen Phong Nguyen (School of Accounting, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 29 May 2023

Issue publication date: 21 June 2023

581

Abstract

Purpose

The purpose of this study is to explore the interactions between commuters with disabilities and transport services providers and to contribute to a better understanding of transformative service design, ensuring equitable access and the overall well-being of individuals.

Design/methodology/approach

This study collected qualitative data through ethnographic fieldwork and interviews with commuters with disabilities and transport services providers. The data were thematically analysed using NVivo.

Findings

Evidence suggests that there are opportunities for service users to be included in the co-creation of transformative transport service at different stages of a journey: entering service interaction, transitioning through service interaction and exiting service interaction. However, the reluctance of service providers to transform their services was recognised, due to a lack of awareness, interest, regulator demands and financial capabilities.

Research limitations/implications

This study broadens the comprehension of procedures and strategies for engaging consumers experiencing vulnerabilities in transformative service design and pushes the limits of the current understanding to recognise the inherent challenges of unregulated service providers designing transformative services in an unregulated market.

Practical implications

This newfound knowledge is crucial for developing better approaches that cater to the needs of these individuals and further contributes towards developing transformative service initiatives, which are activities that serve people experiencing vulnerabilities and that try to improve their well-being. These include specialised training and social marketing campaigns for service providers in the informal market and new mobility start-ups or social enterprises with the potential to disrupt the informal economy and offer innovative solutions, such as assistive technologies, mobile apps and journey planners that provide exceptional customer service.

Originality/value

Previous studies on transformative service designs have focused on regulated service providers, such as health care and financial services. This study, however, explores the unregulated transport sector in a developing country and recognises how the intricate nature of informal service provision may jeopardise the prospects of developing a transformative service for consumers experiencing vulnerabilities.

Keywords

Acknowledgements

The authors would like to thank the customers and transport service providers who generously shared their time and experiences for the purposes of this project. The findings and recommendations are a collaborative interpretation of the collective wisdom of the customers and the managers, and would not be possible without their support and participation. The authors thank the Guest Editors and the two anonymous reviewers for their continuous efforts to help improve the quality of the manuscript. The authors would like to acknowledge Hayatullah Busari’s outstanding logistics support during the data collection stages of my research. His dedication and resourcefulness were crucial to the success of this study.

This study was supported by the University of Economics Ho Chi Minh City.

Citation

Mogaji, E. and Nguyen, N.P. (2023), "Exploring interactions between commuters with disabilities and transport service providers", Journal of Services Marketing, Vol. 37 No. 6, pp. 762-787. https://doi.org/10.1108/JSM-04-2022-0145

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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