PurposeThis paper aims to extend understanding of the cues that customers with disabilities use to judge inclusion/welcome (or not) in interactions in retail stores.Design/methodology/approachCritical incident interviews were conducted with 115 informants who provided rich descriptions of 113 welcoming incidents and 105 unwelcoming incidents. Interview transcripts were content analyzed to determine inductively the cues customers with disabilities use to perceive welcoming.FindingsFour primary situational factors explain to what perceptions of welcome/inclusion are attributed: service personnel; store environmental factors; other customers; and product/service assortments. Further, a disability becomes salient only when there is an interaction between these situational factors and consumers' disabilities.Research limitations/implicationsThe findings suggest an extension to Bitner's servicescape conceptualization in that it specifies that the assessment of an environment as enabling or disabling is important for at least some customers in deciding whether they should stay, go, or return to a particular servicescape.Practical implicationsThe results reveal that consumers with disabilities should be viewed as customers first, and only as possessing a disability in particular interactions in the customer‐firm interface.Originality/valueThis research presents the views of a set of customers who are under‐represented in research samples. It discusses how not all people with disabilities are alike and begins to develop a deeper understanding of their behavior as consumers. The research is valuable for retail managers and service providers who need useful information for training employees, for designing servicescapes that are welcoming for consumers with disabilities, and for fulfilling the inclusive intent of the Americans with Disabilities Act (ADA). It will also be of interest to academics who are engaged in research that attempts to improve the quality of life for consumers.
More than 20% of the U.S. population is composed of people with disabilities. When such people interact with certain marketplaces, such as commercial Web sites, some become “consumers with constraints,” and others become liberated, experiencing the freedom to search for information independently for the first time. While accessibility in physical stores is mandated by the Americans with Disabilities Act, commercial Web sites do not fall under its jurisdiction, because they are not considered “public places.” This research challenges this view and examines whether actual consumers interpret Web sites as public places. The authors examine this question in the context of experiences of consumers with visual impairments in online shopping. The authors apply the concepts of consumer normalcy and consumer vulnerability to the technology acceptance model as theoretical lenses through which to interpret this context. The findings form the basis for recommendations to policy makers to develop and enforce standards for Web site accessibility and to the marketplace to create a level playing field for people with visual impairments.
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