Exploring a new perspective on service efficiency: service culture in retail organizations

Purpose - The purpose of this paper is to introduce the concept of retailer service culture. A service culture is the customer-centric culture aimed at exceeding customer expectations and creating superior customer value through the development of service and related performance competencies. Design/methodology/approach - In this research, surveys were conducted with key decision makers in various retail positions across the USA to develop a customer service-based measure of service culture and test it against traditional retail management performance outcomes. Findings - The results of this research demonstrate that service culture is a unidimensional construct and is positively related to increases in market performance and customer perceptions of quality for the retailer. Practical implications - Service culture provides retailers with a new perspective to examine their service orientation internally. Additionally, service culture extends to the relationships that retailers develop with their suppliers. Originality/value - Examining retailing from a customer service perspective is becoming increasingly important as marketing research shifts its focus from being product-centered to more service-centered. In an increasingly turbulent economy, retailers have to create value propositions that provide customers with higher levels of customer service than ever before. This research develops a new construct that explores how retailers can incorporate service values in their overall culture. Additionally, this research validates the measure for future researchers to continue this path of study.