Wellbeing implications of BoP marketing: a service ecosystem approach
ISSN: 0887-6045
Article publication date: 16 May 2023
Issue publication date: 15 August 2023
Abstract
Purpose
The socioeconomically deprived segment called bottom of pyramid lives in extreme resource-constrained environments and is being excluded from having access to many services. This study aims to investigate the role played by virtual engagement platforms in bringing well-being to base of the pyramid (BoP) customers. This study also uses transformative service research and service ecosystem-based approach.
Design/methodology/approach
The study uses qualitative approach. Data was collected and analyzed through 16 in-depth interviews with BoP service actors.
Findings
Present study explains the role played by virtual engagement platforms as an intermediator between farmers and the service entity. Herein, it may be noted that the role of virtual platforms contributes to the well-being of the BoP community.
Originality/value
The authors’ research work broadens service organizations’ reach by better serving people in the BoP, which ultimately helps in removing unfairness and establishes service inclusion.
Keywords
Acknowledgements
Authors would like to appreciate the guidance and feedback received from Prof. Sertan Kabadayi and Prof. Javier Reynoso. Their valuble comments helped greatly in improving quality of paper. Authors are thankful to editors and anonymous reviewers for their constructive feedback through out review process.
Disclosure statement: No potential conflict of interest was reported by the author(s).
Citation
Shukla, Y., Singh, R., Dwivedi, P. and Chatterjee, R. (2023), "Wellbeing implications of BoP marketing: a service ecosystem approach", Journal of Services Marketing, Vol. 37 No. 7, pp. 883-894. https://doi.org/10.1108/JSM-03-2022-0105
Publisher
:Emerald Publishing Limited
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