IntroductionMarketing in general and services in particular have been blamed for damaging, disregarding, and maltreating consumer's well-being in a multitude of ways; either by having a patronizing style of service delivery, or by underserving groups in needs (Fisk, 2009). As a result, the Transformative Service Research (TSR) movement began. Emerging at the intersection of transformative consumer research and service research (Anderson et al., 2013), TSR is defined as "service research that centers on creating uplifting changes and improvements in the well-being of individuals (consumers and employees), families, social networks, communities, cities, nations, collectives, and ecosystems" (Ostrom et al., 2010, p. 6). Due to the direct and dialogic interaction between the service company and the customer, this dynamic nature of services presents substantial transformative potential (Anderson et al., 2010). Anderson et al. (2013) present a framework illustrating how interaction between service entities and consumer entities influences the wellbeing of both. Service entities include employees, processes, offerings, organizations, and service sectors, while consumer entities comprise individuals, collectives, and the ecosystem (Anderson et al., 2013). Therefore, when any consumer entity interacts with any service entity, during a value-creation process, potential well-being outcomes are generated for both parties such as access, health, life satisfaction, harmony, power, respect, support, and happiness (Anderson et al., 2013).In light of the above, we propose that customer feedback generated during a value creation process, can have potential well-being outcomes on service and consumer entities. According to Lusch and Vargo (2006), "conversation and dialogue" (p. 413) is one of the four building blocks of a company's strategic marketing direction. Customer feedback, a particular type of "conversation and dialogue", allows companies to listen to customers to understand what it is that they value in the company (Vargo and Lusch, 2008). Previous research has proposed various important outcomes of customer feedback management, such as: assistance in performance assessment, facilitation of organizational learning (Babbar and Koufteros, 2008), improvement of overall service quality , better decision making (Bitner et al., 1994) and generation of competitive advantage (Lusch et al., 2007). However, the impact of customer feedback on the service entities' well-being remains an overlooked area.Adopting a TSR approach, this study aims to address this gap by exploring the impact of customer feedback on the well-being of service entities. Moreover, inspired by the objectives of TSR to "create uplifting changes and improvements in the well-being" (Ostrom et al., 2010, p. 6), the importance of positive customer feedback is stressed. Positive customer feedback is a highly under-researched topic. Most previous research has approached customer feedback from a negative lens, focusing on the impact of 3 customer complaints, dysfunctio...