The purpose of this paper is to propose viewpoints for analysing well-being oriented value co-creation. We firstly explain the concept of transformative service research: TSR which centres on consumer well-being in service and discuss its importance in serviceology as well as service marketing. Based on the systematic literature review, this paper divided into four categories of TSR studies by using two axes of “resource scarcity and resource development” and “micro and meso-macro”. We analysed two Japanese transformative service cases which include capability development in both micro and meso-macro level as the final value of service, thereby proposing additional perspectives for analysing about the resource integration for well-being oriented value co-creation.
サービソロジー 4 (4), 1-9, 2018-01