Unintended consequences in mundane service settings

Improving customer well-being through service has been highlighted as a research priority in recent years, but research to date has neglected mundane service experiences in favor of more explicitly transformative contexts. The present study’s focus on commuting responds to calls to extend TSR to a wider range of service settings and to explore the unintended consequences that customers experience. Based on in-depth interviews and survey data, this mixed method study adopts the perspective of the customer journey to explore how service experience touchpoints affect customer well-being. Critically, the findings indicate that negative well-being may be an unintended consequence of otherwise satisfactory service experiences.