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One of the foundational of service science and of study of value-creation in service systems is service-dominant logic (S-D logic). S-D logic especially emphasizes the role of customers; that is, each customer is recognized as an active co-creator of knowledge and service value. Most studies on the value co-creation process have concentrated on the interaction between customers and providers. In contrast, this research is investigating co-creation of value and the notion of "value in use" that is central to the service-dominant logic by focusing on value co-creation from the customer perspective, especially in terms of how customers are engaging in experiences by clarifying what different influences are produced by their exchange of information about the providers. The basic framework of the present research is a process model of value co-creation of service system, i.e., co-experience and co-definition. The main purpose is to investigate how new value is co-created by mutual interaction among customers by using Airline service selection as a typical case to clarify influences on the value co-creation process produced by different ways of customer-to-customer communication: social media and face-to-face communication. By agent-based simulation we compare learning efficiency and learning performance of the two communication styles of the customers. Learning efficiency is measured by the distance between the average payoff of the customers and that of the provider, while learning performance is measured by the average payoff obtained from Nash Equilibrium by the game played with the provider. The simulation results found that communication style influences the learning efficiency by customers as well as the learning performance. Social media is a good way when few customers know the provider correctly or have limited knowledge of the community, while face-to-face is a good way when quite a many customers know the provider correctly or trust on reputation of the provider in the community. The research results indicate that it is crucial for the provider, to establish trust with the customers.

Tourism has been key global economic activities and youth is said to be the mind share attainer in which they are the opinion starter for many movements and trends. This study try to acknowledge the decision making of the youth, how they choose their tourism destination site using conjoint analysis to evaluate their preference attribute. The result showed that the most youth choose tourism destination with attributes such as international trip, friendly local people and has local specificity, and the expense in this trip is focused to enjoy sightseeing

Batik industry constitute of one of 14 classified creative industries in Indonesia. As part of creative industry, batik design and the batik product is possible continuously develop. In this research, we focus on Batik Industrial Cluster in central Java, Solo. This research aim is to model value co-creation process and value orchestration platform as a hierarchical service by using service science perspective. We argue value orchestration management strategies to promote Solo as batik industrial clusters to world favourite tourist destination. To achieve it, we first examine and express the situation from batik industrial cluster in Solo by using qualitative approach. Then, we analyze a process model of value co-creation consisting of four phases, i.e., co-experience, co-definition, co-elevation and co-development. The model describes interactive relationship among stakeholders in Batik industrial cluster by involving value co-creation process to supporting such collaboration. Finally, we apply three management strategies of value orchestration platform for orchestrating value co-creation process, i.e., involvement, curation and empowerment strategies.

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The Indonesian tourism sector has become one of government’s focus points because of its significant contribution to economic development on all levels, district/city, province, or national. As an Indonesian city, Bandung has a lot of tourism potential with its local cultural diversity. The purpose of this research is to develop a conceptual model design of tourism, especially in Bandung city as one of the cultural identity cities in West Java. A system thinking approach with qualitative analysis, known as the Soft System Methodology (SSM), is used in this research. Qualitative data collection techniques were carried out by a purposive sampling technique which was obtained from the results of in-depth interviews with stakeholders that included academics, representatives of the government, communities, and businesspeople in the tourism sector. The result of this research is a conceptual model design for Bandung city tourism as the identity of a cultural city, called as Sunda Culture Center (Sunda Centrum).

The active role of customers and their experience to create the value in service system have been recognized in the literature. So far, the focus of value co-creation only for business-business (B2B) or business-customers (B2C), meanwhile the attention to the customer-to-customer (C2C) is not so much. Recently, the attention to C2C interaction is increasingly viewed by marketer and researcher. However, the existing research of C2C is on the conceptual and empirical model, therefore it may not describe C2C interaction dynamically. In this research, we show and develop a model of customers' interaction by using agent-based simulation to capture the dynamic of interaction. The research aim is to explore how effective and efficient C2C by engaging customers' experience in value co-creation. Furthermore, we investigate the needs of mutual learning by using agent based simulation. The previous research is focus on two types of C2C interaction, i.e., face-to-face and social media interaction. In the present research, we show more general the needs of human interaction by engaging customers' experience which compare between 'customer-to-customer (C2C) interaction' and 'no interaction' (i.e., customers interact with the provider directly without interaction with other customers). By conducting agent based simulation, we investigate how C2C interaction is effective which measured by learning performance and how efficient which measured by learning efficiency. On the other hand, we conduct sensitivity analysis to investigate the needs of mutual learning between customers and provider in value co-creation. In our simulation result, it shows customer-to-customer (C2C) interaction gives significant influence than 'no interaction'. Moreover, we have already shown the needs mutual learning between customers and provider from the simulation results.