Transforming Consumer Well-Being Through Service Ecosystems- The Case Of Disruptive Events

Al-Abdin, A ORCID: 0000-0002-5818-5736 and Kearney, Treasa ORCID: 0000-0002-4655-3749
(2018) Transforming Consumer Well-Being Through Service Ecosystems- The Case Of Disruptive Events. In: Academy of Marketing Science, 2018-05-23 - 2018-05-25, New Orleans, Louisiana.

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Mass protests, demonstrations and armed conflict in which is now known as the ‘Arab Spring’ revolution has swept across countries such as Iraq, Egypt and Libya. These, disruptive events are occurrences which change over time (Giesler and Thompson’s 2016) and uncover rich service encounters within a complex service ecosystem (Blocker and Barrios, 2015). To date, Transformative Service Research (TSR) has attended to our understanding of service ecosystems. However, we argue that institutions (i.e. the norms, rules, meanings, symbols and practices which connected actors share) and how service ecosystems evolve in disruptive events also warrant attention. Through sixty-seven semi-structured interviews, this paper closely examines the role of consumption practices in challenging institutional boundaries during periods of disruptive conflict in Egypt, Libya and Iraq. As outlined by Baron et al. (2018), in taking an institutional lens, we are able to delve deeper into the daily lives and activities of actors. We asked our respondents; how they go about their daily consumption practices? How do they react to any institutional boundaries? And who do they interact with? We embed our analysis according to the macro (State), meso (community) and micro (individual) levels and apply typologies of formal and informal institutions and concepts surrounding incumbents and challengers to better understand the inter-relationships (micro to meso) and intra-relationships (meso to meso) between actors within a service ecosystem. Firstly, we establish that social conflict theory can better contribute to understanding a service ecosystem across disruptive events. We found that two important concepts can help mediate conflict; namely disruption and community building and disruption and consumer wellbeing. Secondly, through exploring the daily activities of various actors, we gained a deeper understanding of how the ordinary is made extraordinary during periods of conflict. We identify how challengers, adopting new norms and practices, opposed incumbents and mediated conflict in order to bring about a normality and well-being to themselves and the community.

Item Type: Conference or Workshop Item (Unspecified)
Depositing User: Symplectic Admin
Date Deposited: 28 Sep 2018 07:20
Last Modified: 09 Jan 2021 04:41