Service culture is the set of values, beliefs, and behaviors that shape how service employees interact with customers and each other. It can have a significant impact on service quality, customer loyalty, employee engagement, innovation, and competitive advantage. To create a strong service culture, it's important to prioritize customer orientation by putting customers at the center of everything and understanding their needs. Service excellence should also be strived for in order to exceed customer expectations and create positive emotions. Furthermore, continuous improvement should be sought after by seeking feedback, learning from mistakes, and implementing changes to enhance service performance. Additionally, teamwork and collaboration should be encouraged by working together, sharing information, and supporting each other to achieve service goals and outcomes. Finally, empowerment and accountability should be given to service employees by providing them with the authority, resources, and incentives to make decisions, solve problems, and take responsibility for their actions.