Robertson, Nichola; Tsarenko, Yelena; Polonsky, Michael Jay - In: Journal of Services Marketing 35 (2021) 6, pp. 706-721
Purpose: The purpose of this paper is to empirically examine the factors driving and mitigating the experienced vulnerabilities of women undergoing the transformative service of in-vitro fertilisation (IVF), and how this influences women’s evaluations and intentions....