Introduction

The transformation to Service 4.0 is propelled by emerging technologies, characterised by the deployment of disruptive and sophisticated digital innovations. These technologies enable the provision of increasingly customised, integrated, and data-driven services. Service-dominant logic asserts that all actors within a service ecosystem should participate in co-creating value to enhance service efficiency and effectiveness. Yet, achieving this necessitates not only compliance with legal and ethical standards but also a deeper commitment to moral values. The novelty and complexity of digital transformation present considerable challenges in monitoring, auditing, and regulating these systems. While legal compliance is a necessary foundation, it is insufficient to guarantee the sustainability of complex, adaptive service systems. One potential solution lies in fostering a collaborative environment where all actors – social, economic, and institutional – engage responsibly in the management process. This approach demands a shift from merely meeting legal requirements to embedding ethics and moral responsibility into every facet of service design, delivery, and governance.