This study aims to offer a new dimension to complement the concept of value co-creation through the internalization of religious values to increase sales innovation speed and sales performance of service industries that offer religious-based products. Religious value co-creation as a new dimension to form holistic value co-creation is defined as the ability of frontline employees to carry out continuous interactions with customers to create shared value through activities to strengthen beliefs and knowledge of religious-based products. Through holistic value co-creation, frontline employees can provide worldly transactional values such as functional values, social values, emotional values, and economic values. However, they have touched transcendental values with the essence that created them, namely Allah SWT. All frontline employees must possess this capability to strengthen the differentiation of religious-based services. The more capable frontline employees are in taking and giving knowledge and beliefs of halal products to customers, the more they will understand the needs and desires of customers personally, so they will be faster in making decisions about which sales method to use. The speed of applying sales methods that fit what customers want has an impact on sales performance.
Keywords: Holistic value co-creation, sales innovation speed, sales performance.