A Passion for Service: Using Content Analysis to Explicate Service Climate Themes

Climate is conceptualized as employee perceptions of one or more strategic imperatives made manifest through work place routines and rewards. Service was the strategic imperative studied here. Notes from 97 panel interviews with 350 financial service company employees were analyzed for content to explicate the themes panelists use when asked to discuss the service climate of their organization. Quantitative analyses of the 33 coded themes revealed the routines and rewards most strongly related to service passion: responsiveness to consumers, hiring procedures (who and how), training (availability and content), and the way service is delivered. Some themes were also significantly related to a survey measure panelists completed giving their perceptions of customer views of service. Both the substantive findings and the content analysis methodology are discussed and implications for future climate research are identified.