The purpose of this paper is to examine the positive and negative impact of service provider experiences on the process of identity adjustment and how they can lead to subjective well-being (SWB). Due to increased life expectancies, people are experiencing major life events during aging (e.g. death of a spouse, serious disease and major health problems), events that lead to identity redefinition. To gain more insights into this issue, a qualitative study was carried out that involved 37 in-depth interviews, conducter with aging individuals who had experienced a major life event such as retirement and/or death of spouse. To apprehend the diversity of consumption situation, the authors investigated daily consumption, hedonic consumption and imposed services (e.g. health and funeral services) due to life events. The findings suggest that service providers influence consumer's SWB as regards relationships, growth and purpose in life, mastery and independence and self-acceptance.