Customer-perceived service wellbeing (CPSW) refers to a positive response resulting from the experiential, relational, processual, and interactive character of a service or service situation that contributes to individual customer wellbeing and broader societal wellbeing. This paper aims to offer a conceptual model of the relationships between the wellbeing-focused dimensions of a firm’s activities and CPSW. Building on scholarly insights from the marketing logic and transformative service research (TSR) literature, the paper develops a series of research propositions to articulate the relationships in the conceptual framework. On the basis of the literature review, five wellbeing-focused dimensions of a firm’s activities have been identified as antecedents to CPSW and five customer factors have been identified as potential moderators of the relationship between the wellbeing-focused dimensions and CPSW. This paper reveals arguments in the existing literature to promote a deeper understanding of the impact of the firm’s wellbeing-focused activities on CPSW in light of moderating effects of customers’ psychological and behavioral characteristics. The managerial implication resulting from the framework and the propositions presented here is that managers and service providers need to identify and understand both the wellbeing-focused dimensions of their business and the psychological and behavioral characteristics of their customers; in healthcare services, specifically, both are necessary in order to improve CPSW. This paper highlights a new perspective to better understand the mechanisms of transformative service design that firms should pursue to influence CPSW. This paper offers a theoretical framework depicting how CPSW is generated through the effective unification of the roles of businesses and customers in the context of healthcare services and provides researchers with a new outlook for the development of a multidisciplinary societal wellbeing model.

客户感知的服务幸福感 (CPSW) 是指服务或服务状况的体验性、关系性、过程性和交互性特征所产生的积极响应，它有助于个人客户幸福感和更广泛的社会幸福感。本文旨在提供一个关于公司活动的以福利为重点的维度与 CPSW 之间关系的概念模型。基于来自营销逻辑和变革性服务研究 (TSR) 文献的学术见解，本文提出了一系列研究命题，以阐明概念框架中的关系。在文献综述的基础上，公司活动的五个关注福祉的维度已被确定为 CPSW 的前因，而五个客户因素已被确定为关注福祉的维度与 CPSW 之间关系的潜在调节因素。本文揭示了现有文献中的论点，以根据客户心理和行为特征的调节作用，促进更深入地了解公司关注福利的活动对 CPSW 的影响。此处提出的框架和命题产生的管理含义是，管理人员和服务提供商需要识别和理解其业务的以福利为重点的维度以及客户的心理和行为特征；在医疗保健服务方面，特别是 两者都是改善 CPSW 所必需的。本文强调了一个新的视角，以更好地理解企业应该追求的变革性服务设计机制，以影响 CPSW。本文提供了一个理论框架，描述了如何通过有效统一企业和客户在医疗服务背景下的角色来产生 CPSW，并为研究人员提供了发展多学科社会福祉模型的新视野。