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This paper is focused on the process of value creation in the service business and on the shift of service value created in actual service businesses. The analysis is used to demonstrate proposed models for explaining this shift. Service value is successfully created when customers enjoy the benefits of services proposed through a system of service businesses. The model visualizes the shift of service value, focusing on the three axes of width (of the place for service providing/usage in the service interaction points), level (of user satisfaction), and autonomy (the degree of customer involvement in service co-creation) of service value, which are added one after the other as three ordinal scales integrated into a three dimensional service value model. Knowledge creation theory, social psychology, and recent advances of service theory are considered aiming to apply the model to understanding the value creation in actual service businesses and to use the new insights for promoting value creation in service organizations characterized by active customer interaction. The validity of the proposed model is tested on case studies involving accommodation and network-based services. In two cases (the flower tourism navigation service “Hana-Navi” and the robotized music entertainment service “Miuro”) the model's validity is confirmed through interviews with top executives and managers, major service planners of the respective services. The service value visualization through the three-axis model and the method for investigating the related service embodiment provide common service concepts and show a methodology for systematic service planning.