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The importance of services has been growing in various fields in the 21st century. Service science has become a common thread in information and knowledge industries. Various service research proposals have been put forward, such as Service Dominant Logic (SDL) (Lusch & Vargo, 2006), persona marketing (Pruitt & Adlin, 2007), and service as a theater (Fisk et al., 2008). These new service-related concepts are based on the idea of “value in use”. At issue is how the person who receives a service recognizes the value of the received service.That is, discussions on service value are important to service businesses.

A Service Value Creation Model and the Role of Ethnography