Abstract
This paper studies an in-depth service model that promotes sustainability in servitized economy, through focusing on the relationship between service provider and recipient. A consecutive relationship between them will bring out mutual reliance and trust. We conducted four advanced companies including Starbucks Coffee Japan, Ltd. to find a transition of customer status. As a result, we found 5P elements: product, physical evidence, people, perspective and personalization, which drive the customer transition effectively. We developed a model indicating that the both parties are exchanging meanings, instead of merely exchanging functions. This process leads to form a community, thereby promoting sustainability of service business.
