Actor transformation in service: a process model for vulnerable consumers

Purpose The purpose of this paper is to develop a process model for the role transformation vulnerable consumers through support services. Design/methodology/approach study based on four years participant observation at community-based service and in-depth interviews with consumers. Visual ethnography was used document consumers' exchanges. Findings main outcome consumer model, describing processes, from recipients generic actors. demonstrates that will transform quasi-actors before becoming Social implications Vulnerable participation in value cocreation can be promoted by providing social according their dynamic roles. By enabling participate cocreation, provision become sustainable inclusive, especially rural areas affected aging depopulation. Transforming into actors should critical aim global challenge societies. Originality/value Beyond identifying factors, research findings describe mechanism as mechanics study. Furthermore, contributes transformative applying exchange theory broadening service-dominant logic growth individual community well-being.