This article conceptualises transformative service research and encourages service researchers to engage in research activities that promote human well-being. The authors advance a new research agenda that, unlike traditional service research, treats outcomes related to consumer well-being,...

Actors increasingly engage in service ecosystems where multiple other actors can be present and influence value co-creation. Comprehending such contexts has gained importance in research, but remains an emerging field of study due to the complexity of such multi-actor encounters. To unpack this...