SERV*OR: A managerial measure of organizational service-orientation

An organizational service orientation scale (SERV*OR) is developed and vali dated in this study Service orientation is defined as cut organization-wide embracement of a basic set of relatively enduring organizational policies, practices and procedures intended to support and reward service-giving beh aviors that create and deliver "service excellence." The SERV*OR managerial measure captures the extent to which an organization is perceived by its e mployees as having adopted and embraced specific policies, practices and pr ocedures that represent an organizational service orientation. A comprehens ive and rigorous program to develop the valid and reliable measure was unde rtaken. Key features of the methodology included executive focus group inte rviews, multiple rounds of pre-testing, multi-sample assessment and multi-i ndustry replication The results strongly indicate that organizational servi ce orientation may be represented by a structure comprised of ten factors. The factors are carefully described and theoretically based. Managerial imp lications and future research directions are discussed.