Relationality in the service logic of value creation

Purpose – The purpose of this paper is to present a framework – the Relationality Framework – for elaborating relational behaviour, in response to calls to address the ontological weaknesses identified in the extant value and value creation literature. Design/methodology/approach – The social philosophical understanding of interaction as an organic mode of social organisation, upon which the Relationality Framework is based, supersedes the economistic (mechanistic) understanding of interaction as a means of connecting otherwise independent actors. In foregrounding the relationality of interaction, the authors are inspired by Grönroos and Voima’s (2013) conceptualisation of spheres of value generation to conceptualise the intersubjective dynamics and domains invoked in direct interaction. Findings – The Relationality Framework identifies distinct relational concepts that build on service logic’s specificity and conceptualisation at the level of direct interactions between service providers and customers. In particular, this paper develops the concept of “relationality” using the three domains in any interaction of I, Other and We. Originality/value – The Relationality Framework provides sound conceptual support for extending the theoretical and practical analysis of the value creation processes of the customer and of the firm and for the purposeful management of relationships to enhance value creation by both.