Towards a conceptualization of becoming an unexpected transformative service mediator: a process view in educational services

Purpose This study aims to identify the process of unexpectedly acquiring the role of apomediary transformative service mediator (TSM) in the context of global societal challenges, focusing on how services can narrow vulnerabilities and social inequalities. Design/methodology/approach By triangulating the analytic autoethnographic method (e.g. field notes and digital footprints) proposed by Anderson (2006) with syncretic combinations of introspection (i.e. personal and assisted) and in-depth interviews (pre- and post-COVID-19 pandemic), this study examines the process of becoming a TSM apomediary. Findings This study describes the process of becoming an unexpected apomediary TSM and identifies the main hurdles that could lead to experiencing vulnerability during the transition into this new role and hinder their efforts as TSMs. The four-step framework provides guidelines to protect TSMs while serving others, contributing to a deeper understanding of how transformative services address societal challenges during times of turbulence. Research limitations/implications Becoming an unexpected apomediary TSM represents a new area of service research. By understanding it, organizations and individuals can better prepare for the TSM role as intermediaries, apomediaries or both. Practical implications This study proposes a four-step process for managing the transition to TSM status, minimizing associated problems and facilitating the process in a changing world. Social implications This study contributes to children’s well-being by addressing parents’ vulnerability as they transition to TSMs, thereby guiding and mitigating the impact of parental vulnerability on children. Originality/value While previous studies have presented the conscious process of becoming a TSM, this study focuses on the unexpected process of becoming one. By revealing the inner workings of this process, this study provides managerial recommendations for serving populations experiencing vulnerability, while also contributing to the existing literature.