Transforming mundane experiences: exploring customer well-being of the commuting journey

Improving well-being through transformative service has been highlighted as a research priority in recent years (Ostrom et al., 2010; 2015) with traditional service research criticised for rarely considering the broader outcomes resulting from service experiences (Anderson et al., 2013). With continuous usage of service and a number of interactions that customers have with services and service systems in their daily lives, it becomes critical for researchers to look beyond typical service measures like customer satisfaction and loyalty, and investigate the transformative outcomes that can potentially be resulted from service experiences (Anderson et al., 2013; Ostrom et al., 2015). To date, studies have neglected the possible effects of service experiences on customers lives, particularly in the context of well-being within every-day or otherwise mundane service settings, including commuting experiences by public transport, the context for this study.