Purpose The purpose of this research is to present a model for values‐based sustainable service business grounded in the concept of values‐based service quality. Design/methodology/approach Based on a literature review and interpretations of five narratives from a values‐driven company, IKEA, the paper proposes a model of values‐based service quality for sustainable service business. Findings The study distinguishes four dimensions of values‐based service quality and five dimensions of sustainability. These are all incorporated in the proposed model. Originality/value This is a fundamental study of the role of values‐based service quality in creating sustainable service business based on value‐in‐use for customers and the desirable values of corporate culture with which products and services are associated.
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Enquist et al. (2007) studied this question.
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