Purpose: This study aimed to develop an indigenous model for public value creation in the Martyr and Veterans Affairs Foundation (MVAF), with emphasis on stakeholders’ differentiated priorities and demands.

Methodology: Adopting a qualitative approach within the interpretivist paradigm, data were collected through semi-structured interviews with 15 purposively selected senior managers and experts of the MVAF. Data were analyzed using thematic analysis based on the Attride-Stirling framework with MAXQDA 2020. Trustworthiness was ensured through peer debriefing, member checking, and inter-coder reliability assessment.

Findings: The analysis resulted in 40 open codes, classified into five overarching themes for public values and six overarching themes for stakeholder demands. The findings indicate that stakeholders prioritize public values through a hierarchy including human dignity, procedural justice, institutional accountability, service effectiveness, and social cohesion. Human dignity was identified as the foundational condition for realizing other values. Stakeholder demands ranged from dignity-based relationships to cultural development, highlighting the importance of symbolic capital and human interaction beyond material support.

Conclusion: In the context of martyrdom and sacrifice, public value is not merely functional but identity-based and existential. It is created through the interaction of dignity-centered service, integrated human competencies, and transparent accountability. The gap between legal promises and executive performance was found to be the main factor undermining social trust and service legitimacy. The proposed model emphasizes redesigning recruitment systems, empathy-based training, and employee empowerment as the core drivers of sustainable public value creation.