2016 Volume 16 Pages 81-87
Recently marketing researches based on service concept are conducted and focus points are shifted from value customers feel when exchanging to value they feel when using. In these marketing studies value co-creation by firms and customers are proposed. But basic discussion about which value customers feel when exchanging or when using is not found. Customer research is conducted about this point. As a result it is clarified that customer feel both value when exchanging and value when using in the same level and that there are some customers who feel difficulty in their usage stage due to their shortage of knowledge and skill. It is found that to get into customers' usage stage and co-create with customers is possible to be an efficient marketing.
