Abstract
Services dominate the lives of consumers all over the world and constitute about 70 % of the world economy and are an integral part of consumers’ day-to-day experiences. However, transformative consumer research (Mick 2006) has provided limited research attention to the role of services in affecting consumer well-being. Transformative service research (hereafter TSR) is proposed as a “new area” in consumer and service research (Rosenbaum et al. 2011). TSR emphasizes the role of services and service systems in affecting the individual and collective well-being (Ostrom et al. 2015). TSR is the all-encompassing term for service research the central emphasis of which is to investigate the well-being implications of service for consumers and for the broader society.
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Roy, S.K. (2017). Introduction to Transformative Services. In: Roy, S., Mutum, D., Nguyen, B. (eds) Services Marketing Cases in Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-319-32970-3_13
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DOI: https://doi.org/10.1007/978-3-319-32970-3_13
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