Resumen
This paper describes a study of the elements of service innovation for artistic painting creation enterprises from the service-dominant logic point of view. This research mainly aimed to (1) explore how to integrate the concepts of service innovation for companies (service provider) providing painting as their service in their business model, and (2) to explore that how consumers (service receiver) can evaluate their experience value as well as achieve value co-creation through the service process under the service innovation model. Here, a multiple case-detailed CEO-interview-based methodology was used with four corporate companies that provide artistic painting creation services. The findings showed that, as painting is the core content of the service, the process not only meets the emotional needs of consumers through its operations, but also develops innovations in the business model to solve social issues. This research applies the viewpoint of art in the service science field and combines creative and innovative thinking with business operations. The outcome has practical implications for enhancing the social value of business structures and enabling value co-creation under the development of creative industries. In conclusion, the popularity and accessibility of using painting as a service reinforces painting creation to develop internal expression channels that can be used as service innovation for the development of businesses in the creative industries.