Creating inclusive servicescapes: transforming service encounters for a more equitable society

Purpose Service encounters, involving interactions between customers, service providers and other customers within servicescapes, play a critical role in shaping perceptions of inclusion and safety. Despite growing visibility of LGBTQIA+ consumers as a valuable segment, their experiences within servicescapes remain understudied, often filtered through heteronormative assumptions. Design/methodology/approach This study addresses this gap by examining co-consumption dynamics, the shared use of service spaces by LGBTQIA+ and heterosexual consumers, and how these interactions influence experiences of inclusion and exclusion. Two qualitative studies to explore perceptions of safe spaces and social inclusivity during service encounters from the perspectives of LGBTQIA+ individuals and heterosexual consumers in India. Building on these insights, a conceptual model was developed and empirically tested to examine the influence of heteronormativity and openness to experience on attitudes towards gender neutrality and social inclusion intentions. Findings The findings demonstrate that heteronormativity negatively impacts attitudes towards gender neutrality and social inclusion, while openness to experience positively fosters inclusive attitudes and behaviours within co-consumed service settings. Research limitations/implications The study advances service marketing and transformative service literature by illustrating how visible signals of inclusivity, frontline interactions and consumer attitudes intersect to shape equitable and welcoming service experiences. Practical implications Practical implications underscore the importance of authentic inclusivity initiatives, including staff training and feedback mechanisms, to foster safe and inclusive servicescapes that enhance consumer participation and satisfaction. Originality/value This research contributes to the growing body of literature on inclusive service design, offering practical implications for creating welcoming and equitable service environments that meet the needs of a diverse clientele.