The purpose of this paper is to propose viewpoints for analysing well-being oriented value co-creation. We firstly explain the concept of transformative service research: TSR which centres on consumer well-being in service and discuss its importance in serviceology as well as service marketing. Based on the systematic literature review, this paper divided into four categories of TSR studies by using two axes of “resource scarcity and resource development” and “micro and meso-macro”. We analysed two Japanese transformative service cases which include capability development in both micro and meso-macro level as the final value of service, thereby proposing additional perspectives for analysing about the resource integration for well-being oriented value co-creation.
In this paper, we investigate a practical case of value co-creation in care services, especially those who intellectually disabled. A care service provider, L’Arche Kananoie is investigated as a successful example of value co-creation. At L’Arche Kananoie, not only users but also care workers are enjoying well-being oriented emotional value such as “a place to belong,” “human growth,” and “connections to society.“ Users and care workers also co-create practical knowledge of service operation which enables emotional value co-creation. This reciprocal value co-creation is considered unique to this provider and we examine what practices made it possible. Sharing reciprocal service vision throughout the organization and creating ‘ba’ that fostering value co-creation are found out to be key success factors.