This study examines service system and value co-creation mechanism in Islamic banking. This paper combines the results from literature review, press release data, interviews and questionnaire analysis conducted in Pakistan. The results revealed that in Islamic banking the backbone of the mechanism of value co-creation is contract-based projects that are regulated by sharia board, to enforce profit and loss sharing that refers to a partnership approach. Islamic banks do not have independence to perform transactions without the supervision of sharia board that ensures the secure investment. These research findings show better understanding of value co-creation in the modern services.
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