Research on the Strategy of Cultivating Enterprise Service Climate

Abstract

Service intangibility and interactive means service product performance standards vary from person to person, so the service innovation must be is to take the "prior" in a controlled manner. Managers should cultivate service climate by training system, internal competition mechanism, authorization system, information channels and so on. A large number of theoretical researches and management practice of enterprises have proved that service climate can enhance staffs' skills and emotion, establish the consciousness of service and stimulate organizational citizenship behavior, so as to improve customer perceived service quality and their satisfaction. Different from the manufacturing technology, the service product is provided instantly, the staffs' performance in the "truth moment" directly determines the customer's satisfaction. So it is difficult to monitor and evaluate the service in "truth moment". Service atmosphere can replace the monitoring of the management for staff's service behavior. Strong service climate of enterprises can provide employees with the freedom and resource to encourage staffs to implement service innovation. For employees, the service enterprise service climate is more strong, the more likely to inspire a sense of service oriented and to seek a better solution for customers' problems. In addition, service products need customers to participate in the service, the service climate of the enterprise will have an impact on the customer's perception and regulate the customer's mind, then affect the evaluation of the service. Therefore, service companies must create service climate, promote service innovation and corporate brand building by the service climate.