This book delves deeply into the evolution of service science and its application to Indonesia, a country characterized by its agrarian and maritime identities, rich cultural tapestry, and huge physical geography. It investigates how these elements influence customer behaviors, the decision-making processes, and service perceptions, presenting both difficulties and possibilities for business, academia, and government to create value in this diversified context. The book is the first to investigate how service science might be implemented within Indonesia’s unique cultural and geographical environment, incorporating the country’s special idea of gotong-royong (mutual cooperation) into the value co-creation framework. Unlike other research, it combines global ideas with local practices, providing new insights into adapting service science and innovation to regional diversity. By combining theory and practical case studies, this book provides a holistic understanding of the concept of service science as well as the development of scientific application. It highlights the significance of tailoring service to the local situation in Indonesia. Also, it reflects Indonesia’s unique traits while providing ideas relevant outside its borders, with examples drawn from academia, business, and government sectors. Designed as a guide for practitioners, academics, and policymakers, this book provides modeling approaches in both hard and soft systems thinking. It uses qualitative, quantitative, and mixed methodologies to show how service science may promote value co-creation and innovation. The book has two major parts; the first discusses the concept of service science from the systems science perspective, and the second deals with the application of the service science concept to real cases in Indonesia.