Purpose This paper seeks to draw from services marketing theory as an alternative and under-used pathway to social and behaviour change for the achievement of societal well-being. Social marketing services are an important part of social change programmes as they contribute towards service...

Purpose – The purpose of this paper is to examine the impact of experience levels on consumers' value perceptions in their use of a social marketing preventative health service. The study uses services thinking to investigate customer value in a social marketing consumption situation....

Purpose: Transformative service research (TSR) and social marketing share a common goal, which is to institute social change that improves individual and societal well-being. However, the mechanism via which such improved well-being results or so-called “transformation” occurs, is not well...

Purpose: The COVID-19 pandemic has created a crisis for healthcare systems worldwide. There have been significant challenges to managing public and private health care and related services systems’ capacity to cope with testing, treatment and containment of the virus. Drawing on the...

Purpose: This commentary extends our 2020 11th SERVSIG Panel The moral limits of service markets: Just because we can, should we?, inspired by Michael J. Sandel’s book What Money Can’t Buy: The Moral Limits of Markets. In Sandel’s (2012) book, the pursuit of “the good life” is a...

Purpose: The purpose of this paper is to challenge service researchers to design for service inclusion, with an overall goal of achieving inclusion by 2050. The authors present service inclusion as an egalitarian system that provides customers with fair access to a service, fair treatment...