Secondary but significant: secondary customers’ existence, vulnerability and needs in care services
ISSN: 0887-6045
Article publication date: 16 October 2017
Issue publication date: 22 November 2017
Abstract
Purpose
The purpose of this paper is to increase understanding of the status, vulnerability and needs of the health-care and nursing service customers’ (hereafter, care service customers’) loved ones.
Design/methodology/approach
The position and vulnerabilities of secondary customers of care services are studied and examples provided by reviewing empirical research reported in the care service literature. A conceptual discussion is developed on the “customer” concept in an extended sense, beyond the focal customers. The “primary customer” and “secondary customer” concepts are employed to supplement the extant discussion on customer units and ecosystems.
Findings
Secondary customers are exposed to secondary vulnerability and their well-being is affected by the services provided primarily to their loved ones. The most recurring needs of secondary customers concern psychosocial support, communication and information and cultural sensitivity.
Practical implications
New perspectives on understanding the “customer” concept in an extended sense. This assists in supporting the customers’ dynamic activities and processes within the customer ecosystems. To address care service customers’ loved ones’ vulnerabilities and needs and to support their well-being, they should also be recognised as customers – “secondary customers” – with patients being the “primary customers”.
Social implications
The results are especially relevant when considering services’ influences on vulnerable customers’ ecosystems and on individuals within them. It is important to recognise that beyond a vulnerable customer, several secondary customers may be exposed to secondary vulnerability, needing support.
Originality/value
The paper is apparently the first to connect the constructs “primary” and “secondary customer” and customer vulnerability to the customer ecosystem discussion. Also, essential future research questions are provided.
Keywords
Acknowledgements
This work is supported by the Finnish Funding Agency for Technology and Innovation (Tekes) and Otto A. Malm Foundation.
Citation
Leino, H.M. (2017), "Secondary but significant: secondary customers’ existence, vulnerability and needs in care services", Journal of Services Marketing, Vol. 31 No. 7, pp. 760-770. https://doi.org/10.1108/JSM-05-2016-0199
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited