Extensive research has made it possible for service climate (SC) to establish itself as “a pivotal construct from a practical and theoretical perspective in the services marketing and management literatures” (Auh et al., 2011, p. 427). Key to that interest is the role granted to SC in several important outcomes, such as customer satisfaction and loyalty. A closer look at the theoretical arguments and empirical evidence supporting such role reveals, however, several fragilities. The main purpose of this paper is to present some of those fragilities considered to be particularly relevant to identify possible ways to avoid them.
An extensive review of SC literature was conducted leading to the identification of several fragilities regarding the role of SC in customers experiences.
The literature review conducted revealed several limitations that warrant some caution regarding the general consensus concerning the role of SC in customers experiences.
The originality of this paper lies in the identification of several important issues regarding the arguments and empirical support that have been ignored in the literature regarding the role of SC in customers experiences.
