Purpose This commentary aims to introduce a collection of articles that highlights the experiences, needs and challenges of vulnerable consumers within a variety of service contexts. As a research collection, the investigations reveal that service researchers have overlooked how service design...

Purpose – Researchers have explored the extent to which consumers belonging to minority, ethnic, marginalized, and sub‐cultural groups experience discrimination in retail settings. This study aims to explore the converse of retail racism – namely, reverse retail discrimination. The work...