Purpose This paper aims to develop an understanding of key variables for designing and marketing healthcare services for immigrant consumers – widely considered a vulnerable consumer group. Design/methodology/approach Data collected from 277 participants was analyzed using ANOVA models and...

This article conceptualizes and presents a research agenda for the emerging area of transformative service research, which lies at the intersection of service research and transformative consumer research and focuses on well-being outcomes related to service and services. A conceptual framework...