In view of unprecedented severe impact of the COVID-19 on micro-, meso-, and macro-levels of the service sector around the world, the Service Industries Journal initiated this special issue, approaching from transformative service research perspective (TSR) to address the issues associated with this pandemic and identify remedies and business recovery strategies for this sector. The special issue includes six articles. Three are focused on conceptualising social distancing and discussing its influence on customers and service providers. Moving beyond the social distancing focus, Paper 4 addressed the impact of mask wearing on customer response. Elevated to the organisational level, Paper 5 discusses how service quality may affect customers’ health-focused behaviours. Consistent with the meso-level discussion, Paper 6 proposes business strategies for service organisations to be resilient and sustain in this pandemic. Discussion of implications and suggestions for future research concludes this editorial.