The importance of the technical and interpersonal quality delivered by IVF clinics in influencing the positive evaluations and behavioural intentions of women experiencing vulnerabilities is further highlighted. Managing the expectations of those women with a lower probability of success is also recommended. This can be achieved by enabling and empowering them so that they give themselves the best chance during treatment, thus facilitating their control. IVF clinics can reduce women’s experienced vulnerability by encouraging women who have a good probability of succeeding to persist in the pursuit of the goal of conceiving a child via IVF. Further empirical work is needed to deepen the understanding of the role played by partners and other family members in women’s IVF experiences. This study’s results are limited to women who are undergoing IVF treatment. Institutional factors such as IVF clinic technical and interpersonal quality influence these consumers’ IVF experience evaluations and word-of-mouth (WoM) intentions.
The results indicate that women’s persistent goal-striving alongside their perceived personal sacrifices influence the association between their need for parenthood and their experienced vulnerability. Hayes’ PROCESS macro was used to analyse the data. The conceptual framework was tested using quantitative data collected via an online survey of Australian women who have undergone IVF treatment. 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.
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