Wellbeing implications of BoP marketing: a service ecosystem approach

IF 3.8 4区 管理学 Q2 BUSINESS
Yupal Shukla, R. Singh, P. Dwivedi, Ravi Chatterjee
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引用次数: 1

Abstract

Purpose The socioeconomically deprived segment called bottom of pyramid lives in extreme resource-constrained environments and is being excluded from having access to many services. This study aims to investigate the role played by virtual engagement platforms in bringing well-being to base of the pyramid (BoP) customers. This study also uses transformative service research and service ecosystem-based approach. Design/methodology/approach The study uses qualitative approach. Data was collected and analyzed through 16 in-depth interviews with BoP service actors. Findings Present study explains the role played by virtual engagement platforms as an intermediator between farmers and the service entity. Herein, it may be noted that the role of virtual platforms contributes to the well-being of the BoP community. Originality/value The authors’ research work broadens service organizations’ reach by better serving people in the BoP, which ultimately helps in removing unfairness and establishes service inclusion.
BoP营销的健康影响:服务生态系统方法
目的被称为金字塔底层的社会经济贫困阶层生活在资源极度受限的环境中,被排除在获得许多服务的机会之外。本研究旨在调查虚拟参与平台在为金字塔底层(BoP)客户带来幸福感方面所起的作用。本研究还采用了变革性服务研究和基于服务生态系统的方法。设计/方法论/方法本研究采用定性方法。数据是通过对BoP服务参与者的16次深入采访收集和分析的。FindingsPresent研究解释了虚拟参与平台作为农民和服务实体之间的中介所发挥的作用。在此,可以注意到,虚拟平台的作用有助于BoP社区的福祉。原创性/价值作者的研究工作通过更好地为英国央行的员工服务,扩大了服务组织的覆盖面,最终有助于消除不公平现象,建立服务包容性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.80
自引率
20.50%
发文量
63
期刊介绍: ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.
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