Intentionality and transformative services: Wellbeing co-creation and spill-over effects

In recent years, the service discipline has seen the emergence of a number of novel conceptual approaches, one in particular, called Transformative Service Research (TSR) focuses on wellbeing improvement and relieving suffering through service. However, service related wellbeing efforts can have both intended but also unintended consequences when aiming at co-creating value with individuals, communities or society at large. Nevertheless, academic debate lacks clarity regarding the effects of the directedness of service exchange and the outcome of transformative service in regard to, but also beyond, the focal actors involved. Directedness of service co-creation is closely related to the construct of intentionality. This conceptual paper aims to untangle this pivotal construct to comprehend actors’ intended co-creative wellbeing efforts to alleviate suffering of other actors, and it pays attention to potential unintended side effects. The paper synthesizes literature from philosophy and psychology relating to the construct of intentionality and applies it to wellbeing co-creation and co-destruction. Illustrative scenarios are used to support the lines of argument. The paper demonstrates how applying the literature on intentionality to transformative service contexts can assist in bringing greater transparency to the discussion of the directedness of service related wellbeing efforts and potential spill-over effects. When designing transformative services to improve wellbeing, service providers are urged to develop an awareness regarding their services and potential side effects. Likewise, policymakers responsible for devising, revising and (re-)implementing healthcare and social policies should consider such potential spill-over effects when formulating public policy guidelines. Equally, service scholars should integrate the construct of intentionality in any discussion of service-to-service exchange. This paper is amongst the first to draw on the concept of intentionality and introduces it to service research in the context of wellbeing co-creation.