Co-Creation of "Value-in-Context" in High-Quality Service: A Case Study

Abstract: Although the co-creation of value in high-quality service improves quality, it sometimes entails the risk of losing intangible knowledge, which constitutes a company’s competitive advantage. Therefore, a mechanism in which value is strategically co-created without the loss of strength is needed. We conducted a case study using the framework of Service-dominant logic to clarify the mechanism of value co-creation in high-quality service. The study found four kinds of operant resources with different functions in a micro-level ecosystem, which showed the co-creation of “value-in-context” in high-quality service. The value co-creation was achieved through a highly standardized but systematically allowed moderate level of humanistic dependency under shared values. This scheme is a mechanism for co-creating intangible knowledge, a competitive advantage that is difficult to imitate. The contribution of this study is that it presented a case of how the co-creation of “value-in-context” is achieved within a service ecosystem through multiple operant resources with different functions.

Keywords: Service-dominant logic, High-Quality Service, Value-in-Context, Operant Resources, Shared Values, Competitive Advantage

DOI: 10.54941/ahfe1005085

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