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Browsing by Author "Wünderlich, Nancy V."

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  • Overcoming vulnerability: channel design strategies to alleviate vulnerability in customer journeys
    Publication . Wünderlich, Nancy V.; Hogreve, Jens; Chowdhury, Ilma Nur; Fleischer, Hannes; Mousavi, Sahar; Rötzmeier-Keuper, Julia; Sousa, Rui
    Research has shown that any individual consumer, regardless of membership in any particular class, may experience vulnerability in the marketplace. While studies have identified core determinants of customer vulnerability states and perceptions and outlined their impact on consumers and firms, there is little research on how channel design, as part of service design strategies, can be employed to alleviate or prevent states and perceptions of vulnerability. This study extends the current literature on customer vulnerability by developing a framework that delineates determinants and consequences of vulnerability that manifest in problems of accessing or processing resources. We outline three relevant channel design strategies that service providers might employ to alleviate vulnerability: (1) flexibility through multiple multichannel paths, (2) guidance through constrained channel paths and (3) proactive initiation of interactions. Additionally, we propose a future research agenda and offer recommendations for managerial practice regarding how to identify customer vulnerability and employ countermeasures.
    2019Journal article Restricted access Show more
  • Reflections on context in service research
    Publication . Voss, Chris; Perks, Helen; Sousa, Rui; Witell, Lars; Wünderlich, Nancy V.
    Purpose: The purpose of this paper is to examine the nature of context and its implications for theory and research in service. Design/methodology/approach: This is a conceptual paper based on exploring existing research and theory related to context in service research. Findings: The characteristics of service make context both important and challenging, there is great contextual diversity in service research as reflected, for example in ecosystems made up of multiple contextual variables. There is a need to identify the context-specific nature of middle range theory and the contextual logic of general theory. The authors explore the challenges of context for service theory and how we might learn from theory in a particular context and test or adapt it in other contexts. Originality/value: The findings of this paper are of value to researchers seeking to develop and justify theory in service research (general, middle range or theory in use).
    2016Journal article Open access Show more