Abstract
Service value, which gives users satisfaction for provided services, depends on the situation, user characteristics, and user objectives in seeking the service. Vargo proposed Service Dominant Logic (SDL), which determines service according to value in use. This concept illustrates the importance of the relationship between the service itself and its situation. This relationship is analogous to electro-magnetic field theory in physics. We developed the concept of using service fields in service systems to create service based on an analogy of the electro-magnetic field. By using this concept, the value in use mechanism can theoretically be explained. By applying this concept to B to B collaboration, a model of service co-creation can be formulated. An example of applying the proposed model to B to B collaboration is reported to demonstrate the effectiveness of the proposed concept of service fields. This concept can be applied to designing effective service systems.
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