Abstract
In recent years, following the theory of Service-Dominant Logic by Vargo and Lusch, studies about this new marketing theory have been discussed. Different from goods marketing, Service-Dominant Logic focus on service and thinks it as the value co-creation with customers. According to Service-Dominant Logic, Service is viewed as the heart of economics and business activities, and goods are viewed only as practices and procedures of a part of value co-creation.
Our subject for study is YOSHIKEI Group, a dinner food delivery company in Japan. This paper tried to find out the factors effecting value co-creation and its process through both qualitative analysis and questionnaire survey.
