Abstract. Service learning students can be seen as customers that make consumption for learning experiences from the service products. Service is hard to capture, and service production relies on the interaction between the user and the provider for simultaneous co-production. Also, knowledge and learning is difficult to procure, as it is intangible and rarely transmitted unless the consumer has specific needs that are not being adequately met by the provider. Incorporating the customer in innovation leads to novel ideas for service and also verifies the acceptance and usability of the service. To capture customer knowledge, the employee (and, by extension, firm) awareness of customer needs should be treated as the first priority.Keywords. Service-learning, Higher education, Academic collaborations Southeast Asia.JEL. M10, M14
