A framework for inclusive service experiences (FISE): bridging the gap between traditional and immersive offerings

Purpose We introduce the framework for inclusive service experiences (FISE), a novel conceptual model designed to advance inclusive service design by integrating accessibility principles into immersive technologies. Unlike prior frameworks that focus primarily on physical accessibility, the FISE integrates and extends Universal Design, Equity Theory, the Technology Acceptance Model and Service-Dominant logic to support inclusive, co-created service experiences across both traditional and immersive contexts. Design/methodology/approach The FISE is developed through a conceptual, cross-theoretical synthesis grounded in prior research and supported by narrative comparisons and visual mapping of accessibility gaps in service environments. Findings The FISE consists of four inclusive principles (equitable access, cognitive simplicity, flexible interaction modes and user-centered co-design) that guide service organizations in developing accessible experiences. Together, these principles promote trust, reduce exclusion and enhance service value for diverse consumer populations. Practical implications The FISE aims to support marginalized communities, informs inclusive innovation strategies and aligns with global equity goals by offering guidance for designing accessible services across traditional and immersive contexts. Originality/value This research introduces the first conceptual framework to integrate multiple service theories into a unified model for inclusive service design. The FISE extends the literature by bridging accessibility and digital inclusion, addressing systemic participation barriers and offering actionable design principles that support more equitable engagement across traditional and emerging offerings.