A model of service value co-creation based on a new concept of service fields in service systems

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 value 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 value 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 value 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.