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Value Co-creation with Customer through Recursive Approach Based on Japanese Omotenashi Service

Author

Listed:
  • H. M. Belal
  • Dr. Kunio Shirahada
  • Dr. Michitaka Kosaka

Abstract

Currently, it is a fundamental intent of a company to deliver a true solution for its users that may co-create value and indicate a servitizing company. To produce a true solution expected by a customer is very difficult, as the expected responses between customer and company usually has a gap. Therefore, this paper proposes a design method that is able to address the gaps between customers and company expectation and fill-up those gaps by gathering necessary knowledge or resources from the customer within a recursive approach concept. In addition, this study analyzes the behaviors of service providers in Japanese ¡°Omotenashi¡±, where the provided service gradually fit into customers¡¯ requirements according to their communication. We can apply this practice to any other organization, both in the pure service or manufacturing industry for service value co-creation. This research also discusses the application of the proposed notion to adapting servitization based on the effect of two real-life case studies.

Suggested Citation

  • H. M. Belal & Dr. Kunio Shirahada & Dr. Michitaka Kosaka, 2013. "Value Co-creation with Customer through Recursive Approach Based on Japanese Omotenashi Service," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 4(1), pages 28-38, January.
    • Handle: RePEc:jfr:ijba11:v:4:y:2013:i:1:p:28-38
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    References listed on IDEAS

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    1. Vandermerwe, Sandra & Rada, Juan, 1988. "Servitization of business: Adding value by adding services," European Management Journal, Elsevier, vol. 6(4), pages 314-324, December.
    2. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    3. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
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