#5296. Balancing service inclusion for primary and secondary customers experiencing vulnerabilities

August 2026publication date
Proposal available till 12-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Marketing;
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Abstract:
Purpose: Secondary customers often experience secondary vulnerabilities that manifest in family-centred transformative services as other- and self-related customer needs. Yet, a relational perspective on primary and secondary customers’ needs is lacking. The study analyses secondary customers’ needs and their relationship to primary customers’ needs to enhance well-being in customer entities. The service inclusion lens is used to understand customers’ experiences of vulnerability. Design/methodology/approach: The study uses an exploratory approach. The data consists of ethnographic observations and interviews of elderly residents (primary customers), their family members (secondary customers) and nurses in two nursing homes.
Keywords:
Customer needs; Customer service; Nursing home; Secondary customer; Service inclusion; Transformative; TSR; Vulnerabilities; Well-being

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