Conference paper
Co-creating digital services with vulnerable consumers for marketing impact
Proceedings of the 2017 Australian and New Zealand Marketing Academy Conference, pp.732-737
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2017 (Melbourne, Australia, 04-Dec-2017–06-Dec-2017)
Australian and New Zealand Marketing Academy (ANZMAC)
2017
Abstract
Increasing the participation of vulnerable consumers from low socio-economic (LSES) communities has been a policy focus of the Australian government since the Bradley Review in 2008. In education, LSES consumers are often viewed from a deficit-based perspective rather than from a strengths-based perspective-focusing on what they do not have (deficits) rather than leveraging what they have (strengths) to improve outcomes. We challenge this deficit perspective through the use of service design to co-create ideas for digital services that will assist parents to support their children in participating in the tertiary education sector. The data was collected through two qualitative studies involving 35 parents from LSES communities using a service design approach. The data (transcripts and visual images drawn by participants) was analysed using thematic and content analysis. The results show that vulnerable consumer can co-create services given the opportunity however the preferences for services vary across different persona groups.
Details
- Title
- Co-creating digital services with vulnerable consumers for marketing impact
- Authors
- Rebekah Russell-Bennett (Author) - Queensland University of TechnologyMaria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
- Contributors
- Linda Rinbinson (Editor)Linda Brennan (Editor)Mike Reid (Editor)
- Publication details
- Proceedings of the 2017 Australian and New Zealand Marketing Academy Conference, pp.732-737
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2017 (Melbourne, Australia, 04-Dec-2017–06-Dec-2017)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2017
- ISSN
- 1447-3275; 1447-3275
- Copyright note
- Copyright © 2017 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99451433702621
- Output Type
- Conference paper
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