Vulnerability in in-vitro fertilisation transformative services: an interplay of individual and institutional factors

Robertson, Nichola, Tsarenko, Y, Polonsky, Michael and McQuilken, Lisa 2021, Vulnerability in in-vitro fertilisation transformative services: an interplay of individual and institutional factors, Journal of Services Marketing, pp. 1-16, doi: 10.1108/JSM-07-2020-0306.

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Title Vulnerability in in-vitro fertilisation transformative services: an interplay of individual and institutional factors
Author(s) Robertson, NicholaORCID iD for Robertson, Nichola orcid.org/0000-0002-9564-0945
Tsarenko, Y
Polonsky, MichaelORCID iD for Polonsky, Michael orcid.org/0000-0003-2395-1311
McQuilken, LisaORCID iD for McQuilken, Lisa orcid.org/0000-0002-2314-7502
Journal name Journal of Services Marketing
Start page 1
End page 16
Total pages 16
Publisher Emerald
Place of publication Bingley, Eng.
Publication date 2021
ISSN 0887-6045
Keyword(s) Business
Business & Economics
Consumer satisfaction
CONSUMER VULNERABILITY
CREATION
Customer experience
Health services
HEALTH-CARE
INFERTILITY
In-vitro fertilisation (IVF)
INVITRO FERTILIZATION
MODEL
Perceived personal sacrifice
PERCEPTIONS
Persistent goal-striving
QUALITY
RESEARCH PRIORITIES
SATISFACTION
Service encounter
Service quality
Social Sciences
Transformative
Transformative service
Vulnerability
Word-of-mouth (WoM) intentions
Summary Purpose The purpose of this paper is to empirically examine the factors driving and mitigating the experienced vulnerabilities of women undergoing the transformative service of in-vitro fertilisation (IVF), and how this influences women’s evaluations and intentions. Design/methodology/approach The conceptual framework was tested using quantitative data collected via an online survey of Australian women who have undergone IVF treatment. Hayes’ PROCESS macro was used to analyse the data. Findings The results indicate that women’s persistent goal-striving alongside their perceived personal sacrifices influence the association between their need for parenthood and their experienced vulnerability. Institutional factors such as IVF clinic technical and interpersonal quality influence these consumers’ IVF experience evaluations and word-of-mouth (WoM) intentions. Research limitations/implications This study’s results are limited to women who are undergoing IVF treatment. Further empirical work is needed to deepen the understanding of the role played by partners and other family members in women’s IVF experiences. Practical implications IVF clinics can reduce women’s experienced vulnerability by encouraging women who have a good probability of succeeding to persist in the pursuit of the goal of conceiving a child via IVF. This can be achieved by enabling and empowering them so that they give themselves the best chance during treatment, thus facilitating their control. Managing the expectations of those women with a lower probability of success is also recommended. The importance of the technical and interpersonal quality delivered by IVF clinics in influencing the positive evaluations and behavioural intentions of women experiencing vulnerabilities is further highlighted. Originality/value This study contributes to the transformative service research literature by: examining the IVF transformative experience, which has been largely overlooked; focussing on the intersection of transformative services and consumers experiencing vulnerability, which is an emerging research area; and testing a framework quantitatively that intermingles individual and institutional factors as antecedents and consequences of consumers’ experienced vulnerabilities, advancing the existing conceptual and qualitative work.
Language eng
DOI 10.1108/JSM-07-2020-0306
Field of Research 1504 Commercial Services
1505 Marketing
1506 Tourism
HERDC Research category C1 Refereed article in a scholarly journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30154263

Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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