Conceptualising Service Culture by Robert Davis and Neil Gautam 2011

Davis Gautam – Blog Version 2011: Conceptualising Service Culture

Robert Davis

Associate Professor, Department of Management and Marketing, Faculty of Creative Industries and Business, rdavis@unitec.ac.nz, Phone: ++(649) 815 4321, Postal Address: Unitec Institute of Technology, Private Bag 92025, Auckland, New Zealand.

Neil Gautam

Research Assistant, Department of Management and Marketing, Faculty of Creative Industries and Business, neil.gautam@gmail.com, Unitec Institute of Technology, Department of Management and Marketing, Private Bag 92025, Auckland, New Zealand.

Abstract

The aim of this paper is to develop a conceptual model of service culture based on the proposition that service culture has four core areas of value creation; (1) Recruiting, training and rewarding, (2) Developing a service mindset in product focused organisations, (3) Creating a learning service organisation by harnessing employee and customer knowledge and, (4) Keeping a service focus as the organisation grows and evolves (Ostrom et al, 2010). Our conceptual model proposes that firm and consumer value is created through the interactions between; training, rewards, co-creation, climate, transformation and, service orientation and encounters. Managerial and future research directions are discussed.