Purpose: This paper aims to develop an understanding of key variables for designing and marketing healthcare services for immigrant consumers – widely considered a vulnerable consumer group. Design/methodology/approach: Data collected from 277 participants was analyzed using ANOVA models and mean score comparisons. Findings: Differences based on immigrant status and acculturation level are identified. Differences between immigrant acculturation levels based on service quality dimensions are also revealed. Research implications: This research indicates that acculturation-based studies are insightful and finds that immigrants’ service responses do not mirror those of native respondents in healthcare services. Practical and social implications: This research highlights key nuances within immigrant populations that hold significant implications for service providers. Culturally appropriate service design and marketing can enhance service utilization by the target population. Originality/value: This study focuses on the healthcare service experiences of immigrant populations and application of this information to service design. © 2017, © Emerald Publishing Limited.

service design transformative service research Vulnerable consumers Immigrant Acculturation Service quality Healthcare services

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