Value Co-Creation in a Zero-Waste Bulk Shop:
The aim of this study is to examine the potential of value co-creation in the self-service food retail business, which has been suggested to be low in exploratory research at Zero-waste bulk shops. This suggests the need for a new model for the food retail business beyond traditional norms in Japan....
| Main Authors: | , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2022-11-01
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| Series: | Maketingu rebyu |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketingreview/4/1/4_2023.005/_html/-char/en |
| _version_ | 1797691157879193600 |
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| author | Rio Yamamoto Hironori Iwasaki |
| author_facet | Rio Yamamoto Hironori Iwasaki |
| author_sort | Rio Yamamoto |
| collection | DOAJ |
| description | The aim of this study is to examine the potential of value co-creation in the self-service food retail business, which has been suggested to be low in exploratory research at Zero-waste bulk shops. This suggests the need for a new model for the food retail business beyond traditional norms in Japan. In this study, we conducted exploratory research on the value co-creation process of a Zero-Waste bulk shop from the viewpoint of service-dominant logic. Through field research and user interviews, the study revealed the opportunity of value co-creation based on customers’ characteristic purchase behaviors, such as ‘prepare to visit stores’ and ‘measure an amount,’ which have not been seen in traditional self-service retail businesses to date. The results of analysis using M-GTA to clarify the customers’ value proposition revealed three important factors: ‘values regarding contribution to society’, ‘values regarding self-influence’ and ‘values regarding an ideal lifestyle,’ based on the premise that customers comprehend the background information or context of Zero-waste bulk shops without intervention from store staff and actively engage in the system of a bulk shop. |
| first_indexed | 2024-03-12T02:10:15Z |
| format | Article |
| id | doaj.art-8ab21b47c2cc49a99eb8d2744a6ad2ec |
| institution | Directory Open Access Journal |
| issn | 2435-0443 |
| language | Japanese |
| last_indexed | 2024-03-12T02:10:15Z |
| publishDate | 2022-11-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu rebyu |
| spelling | doaj.art-8ab21b47c2cc49a99eb8d2744a6ad2ec2023-09-06T14:23:42ZjpnJapan Marketing AcademyMaketingu rebyu2435-04432022-11-0141334110.7222/marketingreview.2023.005marketingreviewValue Co-Creation in a Zero-Waste Bulk Shop:Rio Yamamoto0Hironori Iwasaki1Graduate School of Creative Thinking for Social Innovation of Musashino Art University, JapanProfessor, Institute of Innovation, Musashino Art University, JapanThe aim of this study is to examine the potential of value co-creation in the self-service food retail business, which has been suggested to be low in exploratory research at Zero-waste bulk shops. This suggests the need for a new model for the food retail business beyond traditional norms in Japan. In this study, we conducted exploratory research on the value co-creation process of a Zero-Waste bulk shop from the viewpoint of service-dominant logic. Through field research and user interviews, the study revealed the opportunity of value co-creation based on customers’ characteristic purchase behaviors, such as ‘prepare to visit stores’ and ‘measure an amount,’ which have not been seen in traditional self-service retail businesses to date. The results of analysis using M-GTA to clarify the customers’ value proposition revealed three important factors: ‘values regarding contribution to society’, ‘values regarding self-influence’ and ‘values regarding an ideal lifestyle,’ based on the premise that customers comprehend the background information or context of Zero-waste bulk shops without intervention from store staff and actively engage in the system of a bulk shop.https://www.jstage.jst.go.jp/article/marketingreview/4/1/4_2023.005/_html/-char/envalue propositionservice-dominant logics-d logicco-creationcustomer journey mapm-gta |
| spellingShingle | Rio Yamamoto Hironori Iwasaki Value Co-Creation in a Zero-Waste Bulk Shop: Maketingu rebyu value proposition service-dominant logic s-d logic co-creation customer journey map m-gta |
| title | Value Co-Creation in a Zero-Waste Bulk Shop: |
| title_full | Value Co-Creation in a Zero-Waste Bulk Shop: |
| title_fullStr | Value Co-Creation in a Zero-Waste Bulk Shop: |
| title_full_unstemmed | Value Co-Creation in a Zero-Waste Bulk Shop: |
| title_short | Value Co-Creation in a Zero-Waste Bulk Shop: |
| title_sort | value co creation in a zero waste bulk shop |
| topic | value proposition service-dominant logic s-d logic co-creation customer journey map m-gta |
| url | https://www.jstage.jst.go.jp/article/marketingreview/4/1/4_2023.005/_html/-char/en |
| work_keys_str_mv | AT rioyamamoto valuecocreationinazerowastebulkshop AT hironoriiwasaki valuecocreationinazerowastebulkshop |