While social marketing (SM) literature has increasingly incorporated service literature into the field, social marketers have paid limited attention to transformative service research (TSR). Similarly, transformative service researchers have neglected to incorporate the more traditional body of literature – SM – into their research. This paper aims to provide an extensive literature review and comparison of the bodies of literature, cautioning researchers to consider both fields of research or risk their work not being as relevant as research incorporating both literature bodies. Social value co-creation is considered as a middle-ground between the two bodies of literature.,This paper expands on the conceptual discussion of TSR and the more advanced empirical academic literature on SM. Framed within a context of anti-smoking, this paper explores the differences between SM and TSR, within the service ecosystem.,This paper highlights three key differences between SM and TSR. Firstly, SM focuses on changes only within a not-for-profit context, while TSR focuses on changes which may be related to both not-for-profit and for-profit objectives. Secondly, SM broadly appears to take a behavioural change from implementation perspective, with an upstream approach; while in contrast, TSR focuses more on interaction for consumer and employee well-being. Finally, when considering the service ecosystem, SM and TSR both operate at all three levels (micro, meso and macro) but may focus on different levels, depending on the initiative.,With the emergence of TSR, further understanding of this body of literature is necessary; otherwise, social marketers may risk their research losing ground to other bodies of literature.

中文翻译：

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消费者福祉研究：整合社会营销和服务研究

尽管社会营销（SM）文献越来越多地将服务文献纳入该领域，但社会营销者对变革性服务研究（TSR）的关注有限。同样，转型服务研究人员忽略了将更传统的文学体系-SM-纳入他们的研究。本文旨在提供广泛的文献综述并比较文献体系，警告研究人员要同时考虑这两个研究领域，否则可能会使他们的工作不如同时包含两个文献机构的研究那样重要。社会价值的共同创造被认为是这两个文学体系之间的中间立场。本文在对社会责任的概念性讨论以及关于社会责任的更高级的经验学术文献的基础上进行了扩展。以反吸烟为背景，本文探讨了服务生态系统中SM和TSR之间的区别。本文重点介绍了SM和TSR之间的三个主要区别。首先，SM仅关注非营利性环境中的变化，而TSR关注于可能与非营利性和营利性目标相关的变化。其次，从上游的角度来看，SM从实施的角度来看似乎在改变行为。而相比之下，TSR则更多地关注消费者和员工福祉的互动。最后，在考虑服务生态系统时，SM和TSR都在所有三个级别（微观，中观和宏观）上运行，但可能会根据主动性而侧重于不同的级别。随着TSR的出现，对本文的进一步理解有必要的; 除此以外，