Volker Kuppelwieser

This PhD position at Tallinn University of Technology explores the inclusion and exclusion of elderly and physically disabled consumers in Estonian retail and service environments. Estonia, known for its digital transformation, presents a unique context where physical service environments have not always accommodated people with disabilities or age-related challenges. The research will investigate how these consumers experience servicescape environments, the impact of physical design, employee behavior, and social norms, and the outcomes of perceived inclusion or exclusion in terms of loyalty, avoidance, wellbeing, and word of mouth. The project is part of the Inclusion Hub in Marketing Research, focusing on societal relevance and regional impact, and aims to produce internationally publishable quantitative work. The Estonian context is directly relevant to state funders and offers collaboration opportunities with retail associations, service sector organizations, and municipal government in Tallinn. The ideal candidate must be fluent in Estonian, have a background in marketing, consumer behavior, service research, or social sciences, and be open to quantitative methods and statistical modeling. Interest in applied societal research with policy relevance is essential. The main supervisor is Visiting Professor Volker Kuppelwieser from the Department of Business Administration. Tallinn University of Technology (TalTech) is a leading institution in Estonia, with a strong focus on digitalisation, multidisciplinary research, and international collaboration. The School of Business and Governance offers a modern research environment and broad expertise in business-related fields. Applications are open from 01.06.2026 to 30.06.2026. For more information about the admission process, visit the PhD Admission homepage and use the provided application link.