Service dominant logic provides a framework for understanding buyer supplier exchange. One of its key claims is that operand resources, when combined with operant resources facilitate the creation of value. While this conceptualisation provides an interesting framework for the assessment of value creation, it does not capture the specific activities performed by operant resources. I argue that a gap exists in SDL in that it does not address resource application. Further, the understanding of value is vague. It does not capture the non-financial or non-functional value drivers held by customers. This exploratory study defines four broad categories of activities (the application of resources) performed by project teams in medium and large-scale service deliveries. It then proposes a framework that identifies the effects of these behaviours on customer perceived value as well as potential moderators of those relationships. These findings derive from a webethnography based on the professional social networking site
. The paper discusses these findings and offers suggestions for future research.