Services culture: A matrix to measure diversity

Services culture differs from goods manufacturing in that customer and employee subcultures are more relevant inputs. The cultural model appears to be structurationist and bottoms-up rather than monolithic and corporate. Analogies with international business suggest adaptation of the Farmer-Richman matrix as a “culture scale” for services. The paper discusses organizational culture, services “differentness,” and the matrix. A hypothetical example drawn from the Citibank case illustrates application of the matrix to a services firm.