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This article conceptualises transformative service research and encourages service researchers to engage in research activities that promote human well-being. The authors advance a new research agenda that, unlike traditional service research, treats outcomes related to consumer well-being, including quality of life issues, as important, managerially relevant, and worthy of study. Both (i) services/service systems that already possess transformational qualities through their inherent design and are intended to enhance well-being (but in actuality may not do so) and (ii) other services/service systems that do not focus on transformational qualities but could enhance or unintentionally hurt well-being are worthy of additional research and study. Although transformative service research may be challenging, we argue that both consumers and the organizations that serve them may benefit from research that examines how services can and do improve or reduce the welfare of individuals, communities, nations, and the global ecosystem.