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The USA is witnessing a conflict between LGBTQ (lesbian, gay, bisexual, transgender and queer) consumers/supporters and Christian fundamentalist service providers/opponents regarding whether service can be denied based on religious values. The purpose of this paper is to make a timely investigation into this conflict between marketplace inclusion (for LGBTQ consumers) and freedom of religion (for religious service providers).

The intersection of marketplace inclusion for LGBTQ consumers and religious freedom for service providers is examined by identifying appropriate strategies that address this conflict and reviewing how differing religious perspectives influence perceptions of LGBTQ consumer rights, all building off the social identity threat literature.

LGBTQ and religious identities often conflict to influence consumer behavior and service provider interactions. Such conflict is heightened when there is a lack of substitutes (i.e. only one service provider in an area for a specific service). Common LGBTQ consumer responses include changing service providers, providing justification for the provision of services and pursing legal recourse. Suggested strategies to address this conflict include highlighting common social identities and using two-sided messages for service providers, using in-group interventions for social groups and using government interventions for public policy.

Research has yet to examine the conflict between marketplace inclusion and religious freedom, particularly for the inclusion of LGBTQ consumers. Thus, this paper provides a novel conceptual model detailing these relationships to stimulate discussion among consumers, service providers, social groups and public policy in addition to serving as a foundation for future research.

This commentary aims to introduce a collection of articles that highlights the experiences, needs and challenges of vulnerable consumers within a variety of service contexts. As a research collection, the investigations reveal that service researchers have overlooked how service design and processes affect vulnerable consumers.

The commentary is a conceptual perspective based on the investigations put forward in this special issue, extant literature and the editors’ perspectives.

Many consumers enter service contexts in some type of vulnerable condition. These conditions may include those relating to deafness, hearing impairments, older age, sexual orientation, immigration status and acculturation, participation in sexual exploitation, geographical remoteness, mental health challenges, obesity, natural disasters, language barriers and being the brunt of service provider discrimination.

Service researchers are encouraged to consider how the service marketing’s foundational theories, frameworks, concepts and axioms generalize among vulnerable consumers.

Service practitioners need to realize customers often enter service contexts owing to some type of vulnerable condition that influences their expectations and perceptions of service quality.

This special issue expands the discipline’s understanding of vulnerable consumers and exposes an array of conditions that affect their experiences and journeys within service settings. Service organizations dedicated to enhancing consumer well-being must understand how they can help remedy, or lessen, the consequences associated with vulnerable conditions.

The purpose of this paper is to reveal the cover of research regarding Mosque Speechmakers (MSs) in the Arabic environment. The researcher tries to investigate the information-seeking behaviour of MSs in the State of Kuwait in terms of their thoughts, approaches, habits, preferences, tools and problems met when using of and accessing information.

The author employed a questionnaire, with a response rate 70.6 per cent (561/795).

The findings of the study revealed that most of MSs in Kuwait tend to be older (aged over 35 years), educated (mostly with BA degrees) and with an average monthly income over 300 KD ($1000 = 282 KD). The study showed that MSs were significantly seeking information to make a specific/general research, to collect necessary statistics, to make a speech/sermon and to present religious sermons/lectures. They preferred to use the home/personal library as well as the special library, specifically the Mosque library. The information-seeking behaviour of a large number of them indicated a preference for printed sources over electronic sources, and a good number preferred to access information through the audio-visual materials as well as the web. A very small number of them were looking for information for the purpose of making a speech (Friday speech/sermon). The study also showed that the most important sources of information MSs were seeking for were biographies, specialised books, particularly Islamic books, mass media (press, TV, videos, etc.). The study also showed that a large number of MSs were poor in the usage of foreign languages, and this in turn has negatively affected to take advantage of the vast information available in these languages. The unpretentious role of the library to deliver requested information, the use of foreign languages as well as the high cost of information were the most significant problems met by MSs when using of and accessing information.

This paper investigates the topic of MSs’ use of and access to information. This topic, unfortunately, has limited previous research, especially in the Arabic and Islamic environment.

The paper provides valuable insight into the information behaviour of a very important client group, namely, MSs.

Being the second one of its type throughout the Arab world, this study is characterised to be a distinguishing one among several studies conducted in the area of the information-seeking behaviour, especially with such a significant group of information users/seekers. Any findings resulted from this study may help in a better understanding of the MSs’ information-seeking behaviour, and may also help policy and decision-makers (Mosques and Islamic institutions) as well as religious information service providers to understand well the nature of these beneficiaries of information sources and to enrich the awareness of researchers and professionals on the topic of information-seeking behaviour of Mosque speechmakers.

This research aims to explore how racist language in service interactions in the health and education sectors affects service consumers belonging to the Sheedi community in Pakistan’s Sindh province. This research questions the use of racist language and proposes the use of inclusive language in service sectors to reduce the discrimination the Sheedi community faces because of such racist language.

This empirical study takes place in the health and education sectors in Sindh province. Using a qualitative and narrative approach, this study categorizes Sheedi service consumers’ personal experiences to gain deep and holistic insights into the racist language used in service interactions and proposes the use of inclusive language.

Findings demonstrate how some non-Sheedis used racist language against the Sheedi service consumers in the health and education sectors, and how such racist language was influenced by class consciousness and gender bias. Inclusive language, which emphasizes professional lexicon, culturally appropriate terminology, gender-neutral vocabulary and other socially acceptable terms, was proposed to be used in the service interactions with Sheedi service consumers.

This study makes a conceptual contribution to existing literature on the use of language in service interactions and documents how the Sheedi community is treated in Pakistan’s Sindh province. This research can help researchers expand research in contexts where the use of racist language hinders progress, while the use of inclusive language can lead to sustainable development of service sectors.

The potential for segmenting and targeting consumers, using ethnicity as a segmenting variable, is widely recognised in the marketing literature. However, attention to the problems of identifying and reaching a single, often relatively small, ethnic group, as opposed to some aggregate of groups, has been minimal. This paper proposes a framework for ethnic marketing research that is currently lacking. A method for conducting exploratory qualitative research of an ethnic group, for which little published information is available, is discussed with particular attention given to the sampling process. The proposed methodology, involving a symbiosis of symbolic interaction with phenomenological description, yields rich information about the group.

The influx of refugees and asylum-seekers over the past decade into the European Union creates challenges to the health systems of receiving countries in the preparedness and requisite adjustments to policy addressing the new needs of the migrant population. This study aims to examine and compare policies for access to health care and the related health outcomes for refugees and asylum-seekers settling both in the UK and Germany as host countries.

The paper conducted a scoping review of academic databases and grey literature for studies within the period 2010-2017, seeking to identify evidence from current policies and service provision for refugees and asylum-seekers in Germany and the UK, distilling the best practice and clarifying gaps in knowledge, to determine implications for policy.

Analysis reveals that legal entitlements for refugees and asylum-seekers allow access to primary and secondary health care free of charge in the UK versus a more restrictive policy of access limited to acute and emergency care during the first 15 months of resettlements in Germany. In both countries, many factors hinder the access of this group to normal health care from legal status, procedural hurdles and lingual and cultural barriers. Refugees and asylum-seeker populations were reported with poor general health condition, lower rates of utilization of health services and noticeable reliance on non-governmental organizations.

This paper helps to fulfill the need for an extensive research required to help decision makers in host countries to adjust health systems towards reducing health disparities and inequalities among refugees and asylum-seekers.

The purpose of this paper is to examine the notion of “service transgression” which violates customers’ religious beliefs through observing certain dietary guidelines that shape their religious identity. While service transgression and customer forgiveness are predominantly examined using experimental procedures or questionnaire survey in existing studies, this study adopts an interpretive paradigm to explore the complexities and idiosyncratic narratives of individual perceptions.

Detailed narrative accounts of 15 participants consisting of five Muslims, five Buddhists and five Hindus; who are working adults residing in Malaysia were gathered via in-depth interviews. Critical incident technique was employed with interpretive approach being undertaken to uncover key themes that form the essence of experiences in service transgressions.

The responses from participants were mainly contingent to the individuals’ interpretations of their religious expectations in the assessment of the incidents. Observations from the interview protocols reveal common themes in the consideration of whether one has indeed transgressed against the religious norms, the assignment of blame and responsibility and reparation of relationships. From the findings of this study, the authors developed a typology of conflict framing categories: “damaged identity”, “identity at risk” and “identity preservation” by considering both dyadic and triadic service relationships in service failure incidents which involve a violation of customers’ religious belief systems.

The outcome of this study seeks to inform service providers on the impact of service transgression of this nature upon consumers particularly in a multi-faith society. Additionally, this study provides insights into the implementation of service recovery strategies if and when such situation arises.

By undertaking a narrative enquiry, this study uncovers personal sense making in this phenomenon within the contextual frame of societal and historical norms. The outcome of this study provides insights to service providers on the impact of service transgression upon consumers particularly in a multi-faith context such as Malaysia. Additionally, this study discusses managerial implications associated with the implementation of service recovery strategies if and when such situation arises.

This study aims to understand the normative expectations of travelers on the services and experiences provided by Buddhism-themed hotels as well as how service providers perceive such expectations. The growth of religion-themed hotels in China follows a larger and more generalized global marketing trend in terms of providing tourists and consumers with “themed” experiences.

Using the service quality model, this study investigates these expectations of Buddhism-themed hotels in China. The Delphi method was used with two expert panels, namely, travelers and tourism/hotel practitioners. Preliminary interviews revealed 98 normative expectations from Buddhism-themed hotels. Two sets of Delphi questionnaires were used to compare tourist expectations with practitioner perceptions.

Results show a wide range of expectations of travelers staying in Buddhism-themed hotels. They also reveal how the expectations of the two groups aligned as well as differed.

This study extends the application of the service quality model to the context of religion-themed hotels. As this study adopted the Delphi technique through criterion sampling, future studies should use a larger random sample to verify the results of this study.

The results help religion-themed hoteliers to understand their customer expectations better.

Given the lack of studies on religion-themed hotels, especially on the gap between tourist expectations and service providers’ perceptions, this study is a timely contribution to improve the understanding on the needs and expectations of customers when visiting religion-themed hotels.

Transformative service research (TSR) has received considerable attention from researchers and marketers in recent years and becomes a research priority in health care. In response, this paper adapts the TSR entities and wellbeing framework to systematically review healthcare quality research on Muslim consumers. The purpose of this paper is to identify research gaps and provide directions for future research, aligning healthcare studies with the TSR framework.

The authors of this paper reviewed empirical papers in healthcare quality research on Muslim patients between the years 2000 and 2020. The recorded journal articles were synthesized using insights from the TSR framework. Several literature gaps were identified and future research directions were provided using the TCCM framework, in which T stands for theory, C for context, C for characteristics and M for methodology.

This paper finds studies that encompass several domains of the TSR framework including cultural and religious dimensions, service interaction and customer engagement dimensions and customer service wellbeing. Findings also reveal subject matters related to the TSR framework, which receive less attention in the healthcare literature. A number of potential avenues for theoretical extension in health care are also discussed.

The implications of this paper are highly relevant to Muslim healthcare consumers, the healthcare system and society in general. The findings suggest inspiring changes in the healthcare ecosystem that yields a greater quality of life (health and wellbeing) for individuals and their respective communities.

This paper advances the current state of healthcare research by identifying and organizing components of TSR entities and wellbeing framework, using Muslim patients as the context. It enhances some pioneering approaches within the domain of TSR and quality dynamics and provides a holistic perspective as guidance and systematic thinking to further advancement in the field of services marketing and Islamic marketing.