Transformative transport services: leveraging sustainability, inclusivity, and technology through marketing management

This article introduces the concept of Transformative Transport Services (TTS), addressing the challenges of transportation service provision by integrating sustainability, inclusivity, and technology. Drawing from Transformative Service Research (TSR) and Service-Dominant Logic (SDL), the paper emphasises value co-creation as a central approach to developing transport systems that enhance well-being and life satisfaction. The paper explores the role of marketing management in delivering transformative transport services. The study introduces Transformative Transport Service Research (TTSR) for academics and Transformative Transport Service Design (TTSD) for practitioners, creating a framework for developing impactful marketing strategies that align with evolving consumer demands. Ultimately, the article presents a research agenda that emphasises the crucial role of marketing in advancing sustainable, inclusive, and technologically driven transport solutions.