The document discusses elements that contribute to a positive service culture. It defines a service culture as an environment made up of various factors, including values, beliefs, norms, rituals and practices of a group or organization. It lists key elements of a service culture as service philosophy or mission, employee roles and expectations, delivery systems, policies and procedures, products and services, management support, motivators and rewards, and training. It also discusses establishing a service strategy, promoting a positive service culture, and what customers want from a service experience.
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