Advancing theory to drive impact in Transformative Service Research

Transformative Service Research (TSR) has matured into a vital stream of scholarship focused on uplifting changes in the well-being of consumers, employees, communities, ecosystems, and societies. Yet, its next phase of theory development depends on moving beyond isolated service encounters toward fuller explanations of how transformation unfolds across actors, levels, and institutional contexts. We review theory advances in TSR and identify frontier directions that can strengthen its societal impact. We argue that future TSR should more explicitly theorize (1) how micro interactions shape meso- and macro-level outcomes, (2) how benefits, burdens, trade-offs, and unintended consequences are distributed across stakeholders, and (3) how collaborative, democratic, and design-oriented methods can serve as engines of theory development rather than merely research tools. Drawing on recent exemplars, we highlight shifts toward service ecosystems, multi-stakeholder well-being, technology governance, and public-service contexts. We conclude by outlining priority questions around transformation, value creation, dignity, and impact, as well as by urging TSR scholarship to judge success by whether it helps redesign service systems so fewer are harmed, and more can flourish.