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.

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