Viewpoint: a primer for inclusive service marketing theory

Abstract

Purpose This viewpoint sheds light on an as yet underrepresented consumer group. Considering impaired consumers in our theories would not only change these theories’ meaning but also add variance. These theories would therefore develop from a specific case theory to a broadly acceptable and applicable theory. Design/methodology/approach As a viewpoint paper, this work relies on previously published literature and highlights exemplary shortcomings in the servicescape and customer experience theory. Findings The paper specifies shortcomings in the current theory development and application. While service marketing scholars consistently consider the normal and representative consumer, changing the customer groups will lead to a broader understanding of consumer behavior. Originality/value This paper not only highlights impaired consumers’ different needs and expectations, but also discusses the difference between impairment and disability. Given this distinction, the paper calls for further research on such consumers.