Transformative service research (TSR), a recently-envisioned branch of service science, is about understanding connections between service offerings and well-being. It has at the core of its conceptualization the goal of improving the well-being of individuals. A founding statement characterizes TSR as: “the integration of consumer and service research that centers on creating uplifting changes and improvements in the well-being of consumer entities: individuals (consumers and employees), communities and the ecosystem” (Anderson et al. 2013). It is also clear that service touches innumerable aspects of daily life. It is then natural that the field of service science explores mitigation of negative and enhancement of positive service experiences beyond the value co-creation and customer satisfaction paradigms. This is well summed up in the conversation between the switch from goods-dominant to service-dominant logic (Vargo et al. 2008)
