Is service climate strength beneficial or detrimental for service quality delivery?

This study examines whether climate strength has a direct, moderating, or curvilinear effect in the relationship between service climate and customer service quality perceptions. To this end, we carried out cross-sectional and lagged empirical studies in the Spanish hospitality sector. Our cross-sectional results confirmed that high climate strength in managerial practices fosters a positive impact of managerial practices on customer service quality evaluations. However, other results related to customer orientation of services question the idea that service climate strength is always a precursor of service quality. High climate strength in customer orientation enhanced the negative relationship between customer orientation and functional service quality in a cross-sectional study, and between customer orientation and relational service quality in a lagged study. In addition, an examination of curvilinear effects of climate strength revealed an inverted U-shaped relationship between climate strength in customer orientation and relational service quality over time. The article concludes with a discussion of these results.