Abstract
Purpose:
This research examines the dynamics of mutual vulnerability in complex services, with a focus on healthcare transitions from curative to end-of-life care. This study aims to explore how narrative-driven, visual storytelling methods can address vulnerabilities shared by consumers and service providers in these contexts.
Design/methodology/approach:
A narrative review informed the development of a theoretical framework, which was applied to an empirical case study using a qualitative ethnographic approach. Research was conducted at an Australian tertiary hospital, engaging 32 end-of-life stakeholders in a co-design session. Inductive content analysis identified explicit and underlying themes, informing the framework’s practical application.
Findings:
Synthesized from existing literature, the transformative vulnerability-response framework explores how mutual vulnerability emerges when consumers and service providers confront shared challenges. By integrating participatory approaches such as community forums and arts-based methods, a novel process was developed for co-designing narrative image transformative service initiatives (NI-TSIs). This process, encapsulated in the IMAGE process, seeks to address and mitigate mutual vulnerability factors. The five-step IMAGE process includes: Step 1: Initiating community engagement, Step 2: Mapping individual and group experiences, Step 3: Articulating insights via graphic expression, Step 4: Generating creative briefs for design, and Step 5: Executing artist collaboration for visual storytelling. IMAGE offers a comprehensive approach, gathering insights from diverse stakeholders to enhance humanized well-being outcomes through narrative images.
Originality/value:
This study advances the understanding of mutual vulnerability in complex services, presenting the IMAGE process as a novel approach to develop NI-TSIs. Theoretically and practically, it provides valuable insights for improving outcomes in complex service environments.
This research examines the dynamics of mutual vulnerability in complex services, with a focus on healthcare transitions from curative to end-of-life care. This study aims to explore how narrative-driven, visual storytelling methods can address vulnerabilities shared by consumers and service providers in these contexts.
Design/methodology/approach:
A narrative review informed the development of a theoretical framework, which was applied to an empirical case study using a qualitative ethnographic approach. Research was conducted at an Australian tertiary hospital, engaging 32 end-of-life stakeholders in a co-design session. Inductive content analysis identified explicit and underlying themes, informing the framework’s practical application.
Findings:
Synthesized from existing literature, the transformative vulnerability-response framework explores how mutual vulnerability emerges when consumers and service providers confront shared challenges. By integrating participatory approaches such as community forums and arts-based methods, a novel process was developed for co-designing narrative image transformative service initiatives (NI-TSIs). This process, encapsulated in the IMAGE process, seeks to address and mitigate mutual vulnerability factors. The five-step IMAGE process includes: Step 1: Initiating community engagement, Step 2: Mapping individual and group experiences, Step 3: Articulating insights via graphic expression, Step 4: Generating creative briefs for design, and Step 5: Executing artist collaboration for visual storytelling. IMAGE offers a comprehensive approach, gathering insights from diverse stakeholders to enhance humanized well-being outcomes through narrative images.
Originality/value:
This study advances the understanding of mutual vulnerability in complex services, presenting the IMAGE process as a novel approach to develop NI-TSIs. Theoretically and practically, it provides valuable insights for improving outcomes in complex service environments.
| Original language | English |
|---|---|
| Pages (from-to) | 659-672 |
| Number of pages | 14 |
| Journal | Journal of Services Marketing |
| Volume | 39 |
| Issue number | 6 |
| DOIs | |
| Publication status | Published - 1 Jul 2025 |
| Externally published | Yes |