Analysis of Scientific Production on Transformative Consumer Research and Transformative Service Research

Gomes Neto, Manoel Bastos; Silva, Lucas Emmanuel Nascimento; Lima, Sérgio Henrique de Oliveira; Grangeiro, Rebeca da Rocha

doi:10.1590/1984-92302021v28n9604EN

Manoel Bastos Gomes Neto

Universidade Federal do Cariri, Juazeiro do Norte, Brazil

https://orcid.org/0000-0003-4400-5877

Lucas Emmanuel Nascimento Silva

Universidade Federal do Cariri, Juazeiro do Norte, Brazil

https://orcid.org/0000-0001-7767-1724

Sérgio Henrique de Oliveira Lima

Universidade Federal do Cariri, Juazeiro do Norte, Brazil

https://orcid.org/0000-0002-2738-4492

Rebeca da Rocha Grangeiro

Universidade Federal do Cariri, Juazeiro do Norte, Brazil

https://orcid.org/0000-0002-9292-2648

Authorship

Manoel Bastos Gomes Neto: Undergraduate student of the administration course at the Universidade Federal do Cariri (UFCA). E-mail: neto26bastos@gmail.com

Lucas Emmanuel Nascimento Silva: Undergraduate student of the administration course at the UFCA. E-mail: lucasemmanuel1998@gmail.com

Sérgio Henrique de Oliveira Lima: PhD in Administration at the Universidade Federal do Ceará (UFC). Is a professor of the administration course at the UFCA. E-mail: shlima05@gmail.com

Rebeca da Rocha Grangeiro: PhD in Psychology from the Universidade Federal da Bahia (UFBA). Is a professor of the administration course at the UFCA. E-mail: rebeca.grangeiro@ufca.edu.br

Conflict of interests

The authors declared no conflict of interest.

Authors’ contributions

First author: conceptualization (equal), data curation (equal), formal analysis (equal), investigation (lead), methodology (equal), project administration (lead), resources (supporting), supervision (equal), validation (equal), visualization (equal), writing-original draft (lead), writing-review & editing (supporting).

Second author: conceptualization (equal), data curation (equal), formal analysis (equal), investigation (lead), methodology (equal), project administration (lead), resources (supporting), supervision (equal), validation (equal), visualization (equal), writing-original draft (lead), writing-review & editing (supporting).

Third author: conceptualization (equal), data curation (equal), formal analysis (equal), investigation (supporting), methodology (equal), project administration (equal), resources (lead), supervision (equal), validation (equal), visualization (equal), writing-original draft (supporting), writing-review & editing (lead).

Fourth author: conceptualization (equal), data curation (equal), formal analysis (equal), investigation (supporting), methodology (equal), project administration (equal), resources (lead), supervision (equal), validation (equal), visualization (equal), writing-original draft (supporting), writing-review & editing (lead).

Journals	Number of articles	Impact factor¹	Zone
Service Industries Journal	15	1,258	1st zone
Journal of Business Research	11	4,028
Journal of Public Policy and Marketing	10	2,179
Journal of Marketing Management	10	2,229
Journal of Services Marketing	8	2,408	2nd zone
Journal of Service Management	7	3,414
Journal of Service Research	5	4,071
Journal of Service Theory and Practice	3	1,395
Journal of Consumer Behaviour	3	1,659
Journal of Macromarketing	3	1,969
Others (26)	30	-	3rd zone

Institution	Number of articles	Country
Northern Illinois University	8	United States
Karlstads universitet	6	Sweden
Arizona State University	6	United States
University of South Carolina	6	United States
University of Canterbury	6	New Zealand
Texas State	6	United States
University of Western Australia	6	Australia
Bilkent Üniversitesi	5	Turkey
University of Strathclyde Business School	5	United Kingdom
Queen’s University Belfast	5	United Kingdom
KEDGE Business School	5	France

Author	Number of articles	Number of citations	Affiliation	Country
Rosenbaum M. S.	12	263	University of South Carolina	United States
Anderson I.	5	227	Arizona State University	United States
Downey H.	5	51	Queen’s University Belfast	United Kingdom
Hamilton K.	4	29	University of Strathclyde Business School	United Kingdom
Rayburn S. W.	4	192	Texas State University	United States
Ostrom A. L.	3	512	University of North Florida	United States
Coleman C. A.	3	15	Texas Christian University	United States
Bone S. A.	3	55	Utah State University	United States
Ekici A.	3	71	University of Wyoming	United States
Saatcioglu B.	3	72	Ozyegin University	Turkey
Gruber T.	3	45	Loughborough University	United Kingdom
Nasr L.	3	24	University of Manchester	United Kingdom
Tadajewski M.	3	32	Durham University	United Kingdom
Ozanne J. L.	3	42	University of Canterbury	New Zealand
Peñaloza I.	3	49	Kedge Business School	France
Zayer I. T.	3	10	Loyola University Chicago	United States
Finsterwalder J.	3	20	University of Canterbury	New Zealand

Ostrom et al. (2015)Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patrício, L., Voss, C. A. (2015). Service research priorities in a rapidly changing context. Journal of Service Research, 18(2), 127-159. doi:10.1177/1094670515576315 https://doi.org/10.1177/1094670515576315... #335 citations	Title: Service Research Priorities in a Rapidly Changing Context. Journal (Impact Factor): Journal of Service Research (4,071) Objectives: To identify a group of priorities and topics that deserve to be studied to advance the theory and benefit consumers, practices and their organizations and society; to evaluate the perceptions of service researchers about the importance and current knowledge of the field on these priorities and topics; to promote interdisciplinary and global perspectives of service researchers to identify critical challenges and opportunities to strengthen the field and its impact on the future. Used reference for conceptualization of TCR/TSR: Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., Demirkan, H., & Rabinovich, E. (2010). Moving forward and making a difference: research priorities for the science of service. Journal of Service Research, 13 (1), 4-36. Method: Quantitative and Qualitative. Result: The authors found twelve research priorities and 80 topics that can contribute to the development of service research. Suggestions for future studies (i) increase in the number of respondents, who were mostly of the Marketing area; (ii) participation of other researchers outside the United States and Europe; (iii) identification of the perception of priorities by professionals in the service sector, in addition to researchers. Limitations: The sample, which was mostly composed of professionals in the Marketing area and restricted to the United States and Europe.
Anderson et al. (2013)Anderson, L., Ostrom, A. L., Corus, C., Fisk, R. P., Gallan, A. S., Giraldo, M., . . . & Shirahada, K. (2013). Transformative service research: An agenda for the future. Journal of Business Research, 66(8), 1203-1210. doi:10.1016 / j.jbusres.2012.08.013 https://doi.org/10.1016 / j.jbusres.2012... #175 citations	Title: Transformative service research: an agenda for the future. Journal (Impact Factor): Journal of Business Research (4,028) Objectives: To define the need and identify the service research agenda, addressing the main points of intersection between services and the area of transformative consumer research. Used reference for conceptualization of TCR/TSR: This article proposes the definition of TSR. Method: Literature review. Result: The article emphasizes thematic areas and the main discussions that can be raised in TSR research. Regarding financial services, discussions are about access and literacy and their influence on consumers’ well-being. In health services, it is important to look at consumer entities from a holistic perspective and in a socio-cultural context, reinforcing the view from collective levels. Finally, social services need analysis on what concerns the macroenvironment, especially in terms of public policies; the authors also show the relevance of employee well-being and its effect on consumer well-being. Suggestions for future studies: (i) service research must identify the reason for the perceived well-being disparity in different services; (ii) studies must recognize the importance of the collective aspect in research; (iii) studies should identify the effect of co-creation on employee well-being; (iv) studies must address aspects related to sustainability in the context of services. Limitations: The authors do not cite study limitations.
Giesler and Veresiu (2014)Giesler, M., Veresiu, E. (2014). Creating the responsible consumer: Moralistic governance regimes and consumer subjectivity. Journal of Consumer Research, 41(3), 840-857. doi:10.1086/677842 https://doi.org/10.1086/677842... #96 citations	Title: Creating the responsible consumer: Moralistic governance regimes and consumer subjectivity. Journal (Impact Factor): Journal of Consumer Research (4,701) Objectives: To analyze the consumer’s accountability process based on two analytical levels of moralistic governance. Used reference for conceptualization of TCR/TSR: Mick, D. G., Pettigrew, S., Pechmann, C., & Ozanne, J. L. (2012). Origins, qualities, and envisionments of transformative consumer research. In Mick, D. G., Pettigrew, S., Pechmann, C. C., & Ozanne, J. L. (Eds.), Transformative consumer research for personal and collective well-being (pp. 31-52). Abingdon: Routledge. Method: Qualitative. Result: The authors identified four types of consumers based on the World Economic Forum (WEF): the idealized responsible consumer (Idealized Responsible Consumer), the green consumer (Green Consumer), the health conscious consumer (Health Conscious Consumer) and, finally, the financially literate consumer (Financially Literate Consumer). Suggestions for future studies: Studies should encourage consumer researchers to substitute the question of how cultural value systems structure consumers’ identity and experiences to ask how family, religion, ethnicity, activism and other institutions are rearticulated as market and consumer systems. Limitations: The authors do not cite the study limitations.
Sweeney, Danaher, and McColl-Kennedy (2015) #75 citations	Title: Customer Effort in Value Co-creation Activities: Improving Quality of Life and Behavioral Intentions of Health Care Customers. Journal (Impact Factor): Journal of Service Research (4,071) Objectives: To explore the phenomenon of co-creation of value in the health area, by identifying the hierarchy of co-creation activities in terms of the effort undertaken by the consumer, according to the levels of perceived difficulty and investigate the relationship between such levels of effort and quality of life, satisfaction with the health service and behavioral intentions. Used reference for conceptualization of TCR/TSR: Anderson, L., Ostrom, A. L., Corus, C., Fisk, R. P., Gallan, A. S., Giraldo, M., . . . & Shirahada, K. (2013). Transformative service research: An agenda for the future. Journal of Business Research , 66(8), 1203-1210. Method: Quantitative and Qualitative. Result: The authors designed and tested a model that explains the relationship of consumer effort in activities of co-creation of value with quality of life, satisfaction with the service and behavioral intentions. Suggestions for future researches: Expansion of health services so that they consider the clients’ life and their role in their own lives and well-being. Limitations: The authors analyzed the activities of co-creating value only from the point of view of consumers.
Blocker et al. (2013)Blocker, C. P., Ruth, J. A., Sridharan, S., Beckwith, C., Ekici, A., Goudie-Hutton, M., . . . & Varman, R. (2013). Understanding poverty and promoting poverty alleviation through transformative consumer research. Journal of Business Research, 66(8), 1195-1202. doi:10.1016/j.jbusres.2012.08.012 https://doi.org/10.1016/j.jbusres.2012.0... #47 citations	Title: Understanding poverty and promoting poverty alleviation through transformative consumer research. Journal (Impact Factor): Journal of Business Research (4,028) Objective: To define a research framework in Transformative Consumer Research and poverty. Used reference for conceptualization of TCR/TSR: Mick, D. G., Pettigrew, S., Pechmann, C., & Ozanne, J. L. (2012). Origins, qualities, and envisionments of transformative consumer research. In Mick, D. G., Pettigrew, S., Pechmann, C. C., & Ozanne, J. L. (Eds.), Transformative consumer research for personal and collective well-being (pp. 31-52). Abingdon: Routledge. Method: Literature review. Result: The authors proposed a research agenda on consumer behavior and poverty with the following thematic lines: consumer choice, experience of products and services, consumer culture, consumption capacities and marketplace forces. Suggestions for future studies: Strengthening research in the field on consumer choice, experience with products and services, consumer culture, market forces, once they are points with the potential to mitigate poverty, and researches in these areas will be able to pave the way to transform the life of those that suffer with these problems. Limitations: The authors do not cite study limitations.
Bone, Christensen, and Williams (2014) #35 citations	Title: Rejected, shackled, and alone: The impact of systemic restricted choice on minority consumers’ construction of self. Journal (Impact Factor): Journal of Consumer Research (4,701) Objective: To address the systemically restricted area of choice and its impact on the self based on Transformative Consumer Research. Used reference for conceptualization of TCR/TSR: Mick, D. G., Pettigrew, S., Pechmann, C., & Ozanne, J. L. (2012). Origins, qualities, and envisionments of transformative consumer research. In Mick, D. G., Pettigrew, S., Pechmann, C. C., & Ozanne, J. L. (Eds.), Transformative consumer research for personal and collective well-being (pp. 31-52). Abingdon: Routledge. Method: Quantitative and Qualitative. Result: The authors identified that restrictive choices affect the way of how minorities elaborate the self-construction and how they perceive the consumer’s journey to achieve personal goals and materialize personal values. Suggestions for future studies: (i) studying gender and race in the context of systematically restricted choices; (ii) considering the vulnerability of immigrants in the context of these choices; (iii) identifying existing racial differences from systematically restricted choices. Limitations: A limitation of the studies 1 and 2 was the inability to assess the effect of self-esteem and autonomy.

Methodological Approach	2008	09	10	11	12	13	14	15	16	17	18	2019 (Feb.)	Total	%
Qualitative	-	-	-	1	0	1	4	8	7	5	6	3	36	34%
Theoretical Essay	1	-	1	2	2	5	4	4	7	3	3	-	32	30%
Quantitative	2	-	-	1	1	1	3	6	4	2	4	-	24	23%
Literature review	-	-	-	-	-	-	2	2	2	1	-	-	7	7%
Quanti-qualitative	-	-	-	-	-	-	2	-	1	2	1	-	6	6%
Total	3	-	1	4	4	7	15	20	21	13	14	3	105	-

SPELL DATABASE
Abreu and Casotti (2018)Abreu, R. G., Casotti, L. M. (2018). Turismo na terceira idade sob a ótica da Transformative Consumer Research. Revista Turismo Em Análise, 29(2), 255-272. doi:10.11606/issn.1984-4867.v29i2p255-272 https://doi.org/10.11606/issn.1984-4867....	Title: Turismo na Terceira Idade sob a Ótica da Transformative Consumer Research: proposição de uma agenda de pesquisa Journal (Qualis): Turismo em Análise (B1) Objective: To propose an agenda for studies relating the experience of tourism with the third age within the perspective of TCR. Used reference for conceptualization of TCR/TSR: Mick, D. G., Pettigrew, S., Pechmann, C., & Ozanne, J. L. (2012). Origins, qualities, and envisionments of transformative consumer research. In Mick, D. G., Pettigrew, S., Pechmann, C. C., & Ozanne, J. L. (Eds.), Transformative consumer research for personal and collective well-being (pp. 31-52). Abingdon: Routledge. Method: Theoretical essay Result: Theoretical gaps related to the experience of tourism in the third age within the TCR approach were identified. Besides, a research agenda was proposed. Suggestions for future studies: To identify how tourism practices in the third age can provide well-being for consumers; which situations and problems may arise, in the context of tourism, due to the aging process; to understand the relationship between groups, public policies, leisure and other experiences. Limitations: The authors emphasize the diversity of the groups, which cannot be seen only by demographic characteristics.
Coelho and Abreu (2018)Coelho, P. F. C., Abreu, N. R. (2018). O deficiente visual e a escola: um estudo etnográfico sob a perspectiva da pesquisa transformativa do consumidor. Organizações & Sociedade, 25(86), 485-510. doi:10.1590/1984-9250867 https://doi.org/10.1590/1984-9250867...	Title: O deficiente visual e a escola: um estudo etnográfico sob a perspectiva da pesquisa transformativa do consumidor Journal (Qualis): Organizações & Sociedade (A2) Objective: To analyze the consumption of educational services in basic education by visually impaired people. Used reference for conceptualization of TCR/TSR: Petkus Jr., E. (2010). Incorporating transformative consumer research into the consumer behavior course experience. Journal of Marketing Education, 32 (3), 292-299. Method: Critical Ethnography Result: The study identified the actors that interfere in the consumption behavior of the visually impaired (school students, teachers, school managers and non-governmental organizations (NGOs) involved with the cause). The study allowed the understanding of the perception of the students regarding the consumption of educational services. Moreover, it aims at obtaining practical results by passing on the theoretical results to research organizations. Suggestions for future studies: Studies should focus on other disabled and vulnerable consumers. Limitations: The authors emphasize the difficulties in being a pioneering research.
Almeida, Batinga, Ássimos, and Pinto (2018)	Title: Articulando a Transformative Consumer Research e a Comunicação Não-Violenta em Situações de Insegurança Alimentar em Grupos Vulneráveis Journal (Qualis): Revista Eletrônica de Gestão Organizacional (B2) Objective: To explain how Social Technology entitled Nonviolent Communication (NVC) can contribute to the development of TCR. Used reference for conceptualization of TCR/TSR: Mick, D. G., Pettigrew, S., Pechmann, C., & Ozanne, J. L. (2012). Origins, qualities, and envisionments of transformative consumer research. In Mick, D. G., Pettigrew, S., Pechmann, C. C., & Ozanne, J. L. (Eds.), Transformative consumer research for personal and collective well-being (pp. 31-52). Abingdon: Routledge. Method: Theoretical essay Result: The study presents contributions to situations of food insecurity among vulnerable individuals; discusses the concept of transformation and the potential of TCR research; addresses compassionate interaction and its transformative power for the well-being of the individual. Suggestions for future studies: Studies should further investigate NVC, TCR and Agency and Structure; construction of a new research agenda focused specifically on Moving TCR (TCR-M). Limitations: The pioneering research that links Nonviolent Communication and TCR; view restricted to theoretical analysis only.
Barbosa and Veloso (2017)Barbosa, O. T., Veloso, A. R. (2017). Vulnerabilidade da criança no varejo: um estudo sob a perspectiva da Pesquisa Transformativa do Consumidor. Revista Eletrônica de Gestão Organizacional, 15(1), 1-10. doi:10.21714/1679-18272017v15n1.p1-10 https://doi.org/10.21714/1679-18272017v1...	Title: Vulnerabilidade da Criança no Varejo: Um Estudo Sob a Perspectiva da Pesquisa Transformativa do Consumidor Journal (Qualis): Revista Eletrônica de Gestão Organizacional (B2) Objective: to identify the vulnerabilities of child consumers experienced in retail consumption. Used reference for conceptualization of TCR/TSR: Petkus Jr., E. (2010). Incorporating transformative consumer research into the consumer behavior course experience. Journal of Marketing Education, 32 (3), 292-299. Method: Exploratory research (qualitative). Result: The survey presents as results situations that promote a greater loss of children’s well-being at the time of the purchase; it identified that the vulnerability of children in retail stores is more associated with external factors than with individual characteristics. Suggestions for future studies: Researches with children of other age groups; children’s perception of vulnerability; parents’ reaction to their children’s vulnerability. Limitations: The researcher’s absence in data collection, making it impossible to obtain more information.
Pinto, Batinga, Ássimos, and Almeida (2016)	Title: Transformative consumer research: reflexões, diretrizes e uma análise do campo no Brasil Journal (Qualis): Revista Interdisciplinar de Marketing (B4) Objective: To present and discuss issues related to the TCR movement, showing its premises, concepts, objects of study and other subjects. Used reference for conceptualization of TCR/TSR: Mick, D. G., Pettigrew, S., Pechmann, C., & Ozanne, J. L. (2012). Origins, qualities, and envisionments of transformative consumer research. In Mick, D. G., Pettigrew, S., Pechmann, C. C., & Ozanne, J. L. (Eds.), Transformative consumer research for personal and collective well-being (pp. 31-52). Abingdon: Routledge. Method: Theoretical essay. Result: The study presents a state of the art about the national production of TCR, its main characteristics and difficulties, such as lack of funding for study on the line, lines of research in graduate programs and periodicals limited to traditional methods. Suggestions for future studies: The authors do not present suggestions for future studies. Limitations: The authors do not cite study limitations.
Almeida and Casotti (2015)Almeida, T. G., Casotti, L. M. (2015). Turismo voluntário e o bem-estar do consumidor na pesquisa transformativa do consumo. Revista Ciências Administrativas, 21(2), 531-553. doi:10.5020/2318-0722.2015.v21n2p531 https://doi.org/10.5020/2318-0722.2015.v...	Title: Turismo voluntário e o bem-estar do consumidor na pesquisa transformativa do consumo Journal (Qualis): Revista Ciências Administrativas (B2) Objective: To analyze the phenomenon of volunteer tourism, showing how the lens of the TCR contribute to the development of the area. Used reference for conceptualization of TCR/TSR: Mick, D. G., Pettigrew, S., Pechmann, C., & Ozanne, J. L. (2012). Origins, qualities, and envisionments of transformative consumer research. In Mick, D. G., Pettigrew, S., Pechmann, C. C., & Ozanne, J. L. (Eds.), Transformative consumer research for personal and collective well-being (pp. 31-52). Abingdon: Routledge. Method: Theoretical essay. Result: Besides elaborating a research agenda, the authors identified three opportunities for theoretical construction: theorization at the methodological level, multicultural and in transformative services. Suggestions for future studies: Knowing the motivations, practices and meanings of the consumption of voluntary tourism for foreigners and/or Brazilians that hire the programs; knowing the performance of voluntary tourism operators and facilitators and identifying their problems to understand the transformation process of the agents involved. Limitations: The authors do not cite study limitations.
Coelho (2015)Coelho, P. F. C. (2015). A Pesquisa Transformativa do Consumidor: reflexões e diretrizes para pesquisadores brasileiros. Revista Economia & Gestão, 15(40), 4-27. doi:10.5752/P.1984-6606.2015v15n40p4 https://doi.org/10.5752/P.1984-6606.2015...	Title: A pesquisa transformativa do consumidor: reflexões e diretrizes para pesquisadores brasileiros Journal (Qualis): Economia e Gestão (B1) Objective: To reflect on the challenges and possibilities of TCR for academics in Brazil Used reference for conceptualization of TCR/TSR: Mick, D. G., Pettigrew, S., Pechmann, C., & Ozanne, J. L. (2012). Origins, qualities, and envisionments of transformative consumer research. In Mick, D. G., Pettigrew, S., Pechmann, C. C., & Ozanne, J. L. (Eds.), Transformative consumer research for personal and collective well-being (pp. 31-52). Abingdon: Routledge. Method: Theoretical essay. Result: The manuscript presents reflections and challenges for researchers looking to study TCR, in addition to establishing an agenda for future research. Suggestions for future studies: The author points out that themes such as educational services, public health, medicines, physical exercises and public policies must be addressed. Furthermore, he also emphasizes that traditional methods associated with other approaches can strengthen TCR research. Limitations: The author does not cite study limitations, but possible difficulties for future studies (the stages of the proposed research process may be incompatible with reality; the new approaches may cause strangeness to the reviewers of national journals).
SciELO DATABASE
Souza and Leão (2013)Souza, I. L. D., Leão, A. L. M. D. S. (2013). Movimento sensual: um estudo da narrativa mitológica na publicidade de uma marca de moda praia. Organizações & Sociedade, 20(67), 623-649. doi:10.1590/S1984-92302013000400004 https://doi.org/10.1590/S1984-9230201300...	Title: Movimento sensual: um estudo da narrativa mitológica na publicidade de uma marca de moda praia Journal (Qualis): Organização & Sociedade (A2) Objective: To answer how the myth played in advertising operates the meaning of Movimento , a brand with symbolic appeal. Used reference for conceptualization of TCR/TSR: TCR/TSR are not considered in the article. Method: Analysis based on Barthes’ Semiotic Theory. Result: The authors identified that Movimento is a brand that worships the body, using sensuality, but without assuming explicit eroticism. They observed that the brand sells more for its symbolic character than for the utilities that it represents. Thus, it is necessary to develop advertising richer in stories, focused on everyday life, because it is in these ones that the myth and its conquest power reside. Suggestions for future studies: Other studies with the same approach, but analyzing different modalities; studies that analyze the mechanisms of creation and the reception of consumers. Limitations: The construction of the corpus was based only on print advertising, disregarding catalogs; the authors did not consider the vision of those responsible for creation or the perception of consumers.
Lübeck, Schröeder, and Wittmann, (2018)	Title: Quais categorias se relacionam à imagem corporal na literatura de conduta do consumidor e psicologia? Journal (Qualis): Pensamiento y gestión (B1) Objective: To identify the categories associated with the term “female body image” and discuss the implications of these theories for the consumers’ well-being. Used reference for conceptualization of TCR/TSR: TCR/TSR are not considered in the article. Method: Content analysis. Result: The authors managed to establish a hierarchy and interrelationship of categories related to the concept of body image. Suggestions for future studies: They suggest an empirical investigation of the results and analysis of more specific issues, such as cultural aspects. Limitations: The authors emphasize the difficulties inherent to an exploratory research.

[1] Authorship

Manoel Bastos Gomes Neto: Undergraduate student of the administration course at the Universidade Federal do Cariri (UFCA). E-mail: neto26bastos@gmail.com

Lucas Emmanuel Nascimento Silva: Undergraduate student of the administration course at the UFCA. E-mail: lucasemmanuel1998@gmail.com

Sérgio Henrique de Oliveira Lima: PhD in Administration at the Universidade Federal do Ceará (UFC). Is a professor of the administration course at the UFCA. E-mail: shlima05@gmail.com

Rebeca da Rocha Grangeiro: PhD in Psychology from the Universidade Federal da Bahia (UFBA). Is a professor of the administration course at the UFCA. E-mail: rebeca.grangeiro@ufca.edu.br

Brasil

Brasil

Analysis of Scientific Production on Transformative Consumer Research and Transformative Service Research

Abstract