Corporate culture and firm performance: a service-oriented perspective

To better respond to customer’s needs and expectations, service organisations could focus their corporate culture on service orientation. Moving in this direction means that structures, systems and people are organised to anticipate, recognise and meet customer requests. This paper has three main objectives: (1) it explores the service orientation culture (SOC) construct as perceived by managers of high-contact firms, i.e., luxury hotels; (2) it identifies the corporate activities adopted by luxury hotels to develop SOC and (3) it investigates possible relationships between SOC and firm performance. A qualitative research approach is adopted incorporating in-depth interviews with luxury hotel managers located in different countries.