Rebekah Russell–Bennett, R. Bedggood, Maria M. Raciti
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Purpose
The purpose of this editorial is to call out the practice of using identity-first language and labelling consumers and customers, describing them as “vulnerable” and offers practical strategies for person-first language of consumers/customers experiencing vulnerability.
Design/methodology/approach
The authors use Australian Indigenous and Indigenous women’s standpoint theory to reflect on their own use of terminology in the field of consumer/customer vulnerability and use their personal experiences to offer a series of practical strategies.
Findings
The authors propose six motivations for the use of person-first language in the field of consumer/customer vulnerability: easy to use, an English language convention, common practice, easy to measure, unintentional ignorance and an “us vs them” mindset.
Originality/value
To the best of the authors’ knowledge, this paper is the first to call out the practice of using identity-first language in the consumer/customer vulnerability field and offer practical strategies to enable person-first language.
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.