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.
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.
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.
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.
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.
