After analysing more than 24,000 conversations about service experiences, researchers found vulnerability is often created or intensified by rigid policies, dismissive communication and inconsistent rules.
A recurring pattern in the data was what researchers describe as the 'explanation burden', which is when people repeatedly having to justify their needs, defend their eligibility for accommodations, or renegotiate access when policies change.
Many participants reported avoiding certain companies altogether, escalating complaints publicly, or quietly enduring poor treatment to avoid conflict.
The study also warns that as businesses and governments rapidly digitise services and introduce AI systems, poorly designed technology could deepen exclusion rather than reduce it.
To address these challenges, the research proposes a new framework – the Reasonable Accommodation Management Plan (RAMP) – designed to help organisations redesign services to better support vulnerable consumers.
The framework recommends organisations implement:
- Flexible pricing and trial periods
- More predictable accommodation policies
- Remote and at-home service options
- Accessible digital platforms
- AI tools designed with consent and simplicity in mind
Lead researcher Dr Abas Mirzaei (Macquarie Business School) said the findings challenge the assumption that vulnerability sits solely with the individual.
"We often think vulnerability is about personal characteristics like disability, income or age. But our research shows that vulnerability is frequently created by the way service systems are designed and delivered," says Dr Mirzaei.
"When people are constantly forced to explain or justify their needs, the emotional and practical cost builds up. Over time, many simply avoid those services altogether.
"Inclusive service design reduces friction for customers. When businesses remove barriers, they improve trust, retention and long-term loyalty."
Published in: Journal of Services Marketing
