Summary Lecture 6 Notes

Page 3: Session Overview

• Topics Covered:

  • Services Exclusion

  • Exclusion in the servicescape and e-servicescape

  • Enhancing diversity and inclusivity in physical and virtual service environments.

Page 4: Understanding Services Exclusion

• Definition: Unfairness in services where providers fail to include or adequately serve customers fairly (Fisk et al., 2018).

Page 5: Exclusion in Marketing

• Vulnerable Consumers:

  • Definition: Consumers disadvantaged in the marketplace due to conditions affecting service quality.

  • Examples: Chronic illnesses, physical disabilities, vision loss, cognitive disorders.

  • Notable risk: Vulnerable consumers may experience diminished transactional value in fast food drive-thru services.

Page 6: Case Study Reference

• Source: Discussion on racial bias and profiling against Black consumers in retail settings (Pittman, 2020).

Page 7: The Purple Pound

• Definition: The collective spending power of disabled consumers.

• Key Statistics:

  • 16 million disabled individuals in the UK.

  • Represents £274 billion annual spending power in the UK.

Page 8: Service Inclusion

• Definition: An egalitarian system providing fair access, treatment, and exit opportunities in services (Fisk et al., 2018).

• Four Pillars of Service Inclusion:

  • Enabling opportunities

  • Offering choice

  • Relieving suffering

  • Fostering happiness

Page 9: Servicescape Inclusion – Ambient Conditions

• Impact of environmental factors (lighting, sounds, smells) on vulnerable consumers.

• Example Practices:

  • Morrison’s “quieter hour” for autistic shoppers.

  • ASDA and TESCO's inclusive hours.

  • Visual guides for shopping from Tesco.

Page 10: Initiatives by Retailers

• Sainsbury and Argos support Purple Tuesday: Implement disability lanyard scheme to aid inclusion in servicescapes.

Page 11: Servicescape Inclusion – Space/Function

• Factors affecting accessibility:

  • Long waiting areas, change-room accessibility, product visibility.

  • Design of service stations and checkout processes (e.g., ALDI’s fast checkout).

  • Self-Service Technologies (e.g., Talking ATMs).

Page 12: Understanding Vulnerable Consumers – E-servicescape

• Adaptations for e-servicescape:

  • Websites for visually impaired individuals.

  • Innovations like AI-assisted shopping and priority delivery schemes for vulnerable consumers.

  • Examples: Morrison’s Doorstep Deliveries, Waitrose & Partners Rapid.

Page 13: Inclusive Product Designs

• M&S launches clothing range tailored for children with disabilities: "Adapted for Easy Dressing."

Page 14: Noteworthy Initiative

• Sainsbury’s in Bath renamed "Signsbury’s": UK’s first supermarket where staff communicate in sign language.

Page 15: Key Takeaways

• Recognition of service quality failures among diverse consumers is crucial.

• Understanding diverse backgrounds enhances marketing strategies.