Service value co-creation model considering experience based on service field concept

Abstract

Service value, which is related to users' satisfaction about provided services, depends on the situation, user characteristics, and user objectives in seeking the service. This is a “value in use” concept, and it emphasizes the importance of the relationship between the service itself and its situation. We developed the service field concept in order to create service value; the concept is based on an analogy to the electro-magnetic field in physics. By applying this concept to B-to-B collaborations, a model of service value co-creation in the collaboration is formulated. The collaboration can be described in four steps of the KIKI model (Knowledge sharing related to service system, Identification of service field, Knowledge creation for new service idea, Implementation of service idea). In this paper, we describe KIKI model and the effect of the collaborator's experience in the model. We demonstrated the validity of the collaboration model by applying it to a B-to-B collaboration in the energy saving services business. This model can be applied to various B-to-B collaborations in order to make service value co-creation more effective.