Service Logic, Value Co-Creation and networks in the Banking Services

In today’s global level, the markets of Service Economy (Levitt, 1981), are always interconnected, dynamic and evolving, the increase of services in all the productivity spheres is recorded, the classic dichotomy between goods and services progressively looses its meaning (Kotler, 1977; Rispoli, Tamma, 1992; Normann, 1991) and on the International Level there is a confirmation of the Service Dominant Logic (Service Dominant Logic - Vargo, Lusch, 2004 e 2006). For these reasons, all the companies proven to be more competitive, measure themselves with the addition of services in the attempt to strengthen their competence in terms of organization, interaction, relationship and fidelization, on the basis of the integrated and multidiscipline viewpoint of Service Science (Spohrer, Maglio, Bailey, Gruhl, 2007). Coherently with the consolidated perspective of the value constellation (Normann, Ramirez, 1995), the S-D Logic proposes the concept of co-creation, considering the consumer, not as an external entity for a simply commercial relationship, but as an endogenous element in the organizational and productive process. The aim of this work, through the analysis of the case of the “Banca Popolare del Cassinate” is to provide a practical contribution to the new interpretation to underline the importance of the approach linked to the service, the networks and the value of co-creation as new critical dimensions for competitiveness and inter- organizational relationships between the companies in the sphere of banking services.