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Article
Publication date: 9 July 2021

Cécile Plaud and Bertrand Urien

Bereavement is far reaching and has a significant impact on many lives as widow(er)s are faced with countless changes to their everyday routines, their relationships and their…

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Abstract

Purpose

Bereavement is far reaching and has a significant impact on many lives as widow(er)s are faced with countless changes to their everyday routines, their relationships and their consumption patterns. It is in this context that the purpose of this study is to examine the links between the meanings of bereavement for widows and the types and sources of social support sought. This deepens the understanding of the reasons for the success or failure of service encounters and thus contributes to consumer well-being.

Design/methodology/approach

A qualitative study was carried out to gain more insight into this issue. A total of 24 in-depth interviews were conducted with French widows 59 years of age and older. To fully understand the diversity of bereavement experiences, the authors examined the following factors: life trajectory, life, as the spouse’s/partner’s death, support received and/or solicited and the success or failure of service encounters.

Findings

The findings suggest that bereavement experiences hold different meanings related to the types and sources of the preferred support. The following six classes were identified: dealing with administrative and financial issues, maintaining parental roles, enduring the memories of the circumstances of the spouse’s/partner’s death, reorganizing daily life, facing the loneliness of widowhood and expressing the affects of bereavement. These classes help to identify the conditions for the success or failure of service encounters.

Originality/value

The following two avenues emerge that contribute to the well-being of widows: “loss-oriented” and “restoration-oriented” bereavement classes of meanings. The former is embodied by widows primarily seeking “nurturant support” who expect self-oriented and relationship-focused service behaviour on the part of service providers, and the latter by widows primarily seeking “action-facilitating” support who expect “task-oriented” service behaviour from service providers. These results should allow service providers to be aware of when to prioritize the task, the self and/or the relationship, to provide a successful service encounter for consumers of bereavement services.

Details

Journal of Services Marketing, vol. 36 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 13 July 2015

Cécile Plaud and Samuel Guillemot

The purpose of this paper is to examines the positive and negative impact of service provider experiences on the process of identity adjustment and how they can lead to subjective…

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Abstract

Purpose

The purpose of this paper is to examines the positive and negative impact of service provider experiences on the process of identity adjustment and how they can lead to subjective well-being (SWB). Due to increased life expectancies, people are experiencing major life events during aging (e.g. death of a spouse, serious disease and major health problems), events that lead to identity redefinition.

Design/methodology/approach

To gain more insight into this issue, a qualitative study was carried out that involved 37 in-depth interviews conducted with aging individuals who had experienced a major life event such as retirement and/or death of spouse. To apprehend the diversity of consumption situations, the authors investigated daily consumption, hedonic consumption and imposed services (e.g. health and funeral services) due to life events.

Findings

The findings suggest that service providers influence consumer’s SWB as regards relationships, growth and purpose in life, mastery and independence and self-acceptance.

Originality/value

The contribution indicates that services play a role in maintaining and/or creating SWB. By segmentation through social roles and facilitating access to services, providers must take into account the processes of normalcy and abandonment (déprise) among aging consumers in life transitions. They must also ensure that they support consumers with the lowest human capital (skills, level of education, income and social class).

Details

Journal of Services Marketing, vol. 29 no. 4
Type: Research Article
ISSN: 0887-6045

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