Strength in service: an Afrocentric framework for understanding customer vulnerability

This paper develops and extends strength-based service theory to African service ecosystems by developing an Afrocentric Strength-Based Customer Vulnerability Framework (ASCVF) and translating it into a practical implementation model. Service vulnerability research predominantly reflects Western contexts, creating a significant gap in understanding culturally diverse service ecosystems. This study develops an ASCVF through an iterative, expert-informed qualitative study involving 20 experts across diverse African regions. The framework conceptualizes vulnerability as dynamic and culturally embedded, integrating three components: Dynamic Vulnerability-Strength Pathways, which capture vulnerability’s fluid nature alongside emerging capabilities; Collective Service Ecosystems, which emphasise community-level resources and informal networks; and Holistic Well-being Outcomes, addressing multiple aspects of service value. An accompanying Service Implementation Model converts these insights into practical guidelines for service innovation. Overall, the study contextualises and extends strength-based approaches beyond Western settings, specifying the cultural and collective mechanisms that shape vulnerability trajectories, resilience, and multi-dimensional well-being.