What is being exchanged? : Framing the logic of value creation in financial services

Financial service providers are facing a major paradigm shift. The understanding of what eventually constitutes customer value is being extended; economic value as the sole core of exchange is a far too limited perspective in contemporary competition. To address this emerging shift, the purpose of this study is to reframe the logic of value creation in financial services. As a result, a tentative framework for value creation logic in financial services is developed and discussed. On the basis of the framework, financial service providers should not limit their attention and resources to the exchange process, but identify innovative value-creating mechanisms through which they could contribute to the customer value actualization process. Our tentative framework (i) offers financial service providers guidance on which innovative value-creating mechanisms would enable them to participate in their customers' value actualization process; (ii) shows how a product becomes a channel for a service, specifically a solution possessing value in the customer's routine processes; (iii) illustrates that researchers and service providers should develop their understanding of customers beyond the traditional loan, insurance and/or investment product orientation.