Proposal of Customer Value Consistency Canvas, Using an Ontology of Value Proposition with Service Dominant Logic

Designing a Value Proposition to customers is one of the very important elements in a new business. The business model becomes inconsistent if the Value Proposition design is inconsistent. There are various methods that support a Value Proposition design, such as Value Proposition Canvas, but there are still difficulties in terms of improving and explaining the consistency of the Value Proposition. Therefore, we propose a Customer Value Consistency Canvas based on the ontology of Service Dominant Logic, which is an important concept of Service Design. Unlike a Value Proposition Canvas, a Customer Value Consistency Canvas supports and facilitates a Value Proposition design by detailing necessary components to be considered. This method facilitates a Value Proposition design, improves the consistency of the Value Proposition, and makes it possible to improve and explain the consistency of the Value Proposition. We evaluate the Customer Value Consistency Canvas based on individual work using the Value Proposition design and evaluation interviews with experts in designing Value Proposition. For the ease of understanding, availability, and effectiveness, we assess the results of each evaluation and confirm the verification and validation of the proposed method.