Understanding retail exclusion and promoting an inclusive customer experience at transforming service encounters

The authors review the marketing practices likely to make customers feel excluded (ignored or rejected) and analyze the potency of retail exclusion in the transforming service encounters due to the infusion of artificial intelligence (AI), robots, and other new technologies. Synthesizing the findings of prior studies, the authors propose an integrative theoretical framework for understanding different perspectives, psychological mechanisms, and outcomes of retail exclusion, and highlight research opportunities for retail exclusion in two contexts of service encounters: interpersonal and technology-powered. The review aims to provide implications on proactive strategies to minimize the adverse effects of retail exclusions and promote inclusive customer experiences.