It is difficult to establish a new scientific methodology for studies of service because the value of a service should become apparent through societal interaction and created value is needed to be sustainable in society and environment. This paper provides an overview of previous studies of services using an academic database to clarify the underlying problems related to this subject. It introduces our study example on lifestyle including daily behaviour, personality, and attitudes about information technologies. Finally, a new classification of service models is introduced, considering the relationships among service providers, service receivers, and service environments.
Keywords: service models, co-creation, sustainable value creation, lifestyle, emergent synthesis, sustainability, services