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Viewpoint: designing transformative service to overcome eudaimonic-hedonic outcome conflict

Adam Nguyen (Department of Marketing, Siena College, Loudonville, New York, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 3 June 2022

Issue publication date: 15 February 2023




The potential displeasure (e.g. strain, uncertainty and lack of control) involved in the process of obtaining eudaimonic outcomes (e.g. becoming healthier or more knowledgeable) may turn consumers away from a transformative service or hinder their coproduction. This paper aims to propose a service design that could overcome this conflict.


To allow for concrete discussions of service design, the proposed design is developed in the context of a specific transformative service: the higher educational service.


It is possible to transform the relationship between hedonic and eudaimonic outcomes from conflicting to complementary goals by replacing passive pleasure that is irrelevant or in conflict with eudaimonic well-being with active pleasure that is complementary to eudaimonic well-being. To facilitate simultaneous attainment of active pleasure and eudaimonic well-being, the transformative service provider needs to structure the elements of the service to create the conditions for the optimal experience to occur.

Research limitations/implications

The proposed design is extendable to other human service contexts.


To the best of the author’s knowledge, this research is the first that shows how a transformative service can be effectively designed to overcome the potential conflict between its eudaimonic versus hedonic outcomes, such that the service will be well received by consumers while remain faithful to its transformative goal.



Nguyen, A. (2023), "Viewpoint: designing transformative service to overcome eudaimonic-hedonic outcome conflict", Journal of Services Marketing, Vol. 37 No. 2, pp. 129-137.



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