Delineating Transformative Value Creation through Service Communications: An Integrative Framework

Abstract

Purpose. Transformative value is a central tenet of transformative service research (TSR) because it affects individual and community well-being, quality of life, and sustainability. Although transformative value plays a significant role in well-being, the literature suffers from a lack of sound interdisciplinary conceptual frameworks that delineate how transformative value is created in services throughout the service consumption process. Therefore, the purpose of this paper is to examine the nature and role of service communications during the various stages of the service consumption process to enable the creation of transformative value for people and the environment. Design/methodology/approach. To achieve the above goal, we integrate agenda-setting theory (media theory) combined with framing and relational dialectics (communication theories) as well as Transformative Service Research (TSR). Findings. In line with the objectives of the study, we propose an integrative framework named Transformative Value Creation via Service Communications (TVCSC) that explains how firms set their transformative corporate agendas through their dialectics with consumers, society, and media. This transformative agenda is reflected in the marketing mix of their services (7Ps) as communicated with various means, physically and digitally (sales/frontline personnel, advertising, CSR, social media, website). Recommendations for a transformative marketing mix are provided. Furthermore, TVCSC illustrates how value is co-created in all customer-firm interactions via relationship dialectics throughout the service consumption process to result in transformative value outcomes. Originality. This is the first comprehensive framework that explains how transformative value is created through the various communications in services and is the outcome of value co-creation interactions of the service consumption process. Research Implications. The proposed framework identifies several research gaps and provides useful future research directions.