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

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.