Exploring interactions between commuters with disabilities and transport service providers

• Published in: The Journal of services marketing Vol. 37; no. 6; pp. 762 - 787
• Main Authors: Mogaji, Emmanuel, Nguyen, Nguyen Phong
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 21.06.2023; Emerald Group Publishing Limited
• Subjects: Blindness; Consumers; Developing countries; Disability; Handicapped accessibility; Infrastructure; Investigations; LDCs; Museums; Transportation services; Visual impairment; Nigeria; Africa; Service environment; Vulnerability; Well-being; Nigeria; Transformative transport service; Transportation
• ISSN: 0887-6045; 2054-1651; 0887-6045
• DOI: 10.1108/JSM-04-2022-0145

Purpose The purpose of this study is to explore the interactions between commuters with disabilities and transport services providers and to contribute to a better understanding of transformative service design, ensuring equitable access and the overall well-being of individuals. Design/methodology/approach This study collected qualitative data through ethnographic fieldwork and interviews with commuters with disabilities and transport services providers. The data were thematically analysed using NVivo. Findings Evidence suggests that there are opportunities for service users to be included in the co-creation of transformative transport service at different stages of a journey: entering service interaction, transitioning through service interaction and exiting service interaction. However, the reluctance of service providers to transform their services was recognised, due to a lack of awareness, interest, regulator demands and financial capabilities. Research limitations/implications This study broadens the comprehension of procedures and strategies for engaging consumers experiencing vulnerabilities in transformative service design and pushes the limits of the current understanding to recognise the inherent challenges of unregulated service providers designing transformative services in an unregulated market. Practical implications This newfound knowledge is crucial for developing better approaches that cater to the needs of these individuals and further contributes towards developing transformative service initiatives, which are activities that serve people experiencing vulnerabilities and that try to improve their well-being. These include specialised training and social marketing campaigns for service providers in the informal market and new mobility start-ups or social enterprises with the potential to disrupt the informal economy and offer innovative solutions, such as assistive technologies, mobile apps and journey planners that provide exceptional customer service. Originality/value Previous studies on transformative service designs have focused on regulated service providers, such as health care and financial services. This study, however, explores the unregulated transport sector in a developing country and recognises how the intricate nature of informal service provision may jeopardise the prospects of developing a transformative service for consumers experiencing vulnerabilities.