An investigation on gen Z about customer vulnerabilities and their behavioral outcomes

Abstract

Customers can all be vulnerable in certain situations, such as when they need to make a purchase during a difficult moment or are under pressure to choose between options they do not fully grasp. Some of them might undergo vulnerability states during particular stages in their lives, while others will be vulnerable rooted in their physical impairment. This paper aims to anticipate various dimensions of customer vulnerability and respond to the difficulties they may face in the service sector. Furthermore, we hope to fill a knowledge gap about the role and impact of consumer vulnerability as a factor influencing their discontinuance intentions. As a result, we thrive to establish an agenda from which future studies can develop to take into account psychological expression, which is supposed to result from the vulnerability states of individuals.