Service virtuousness: implementing the very best of human qualities in service delivery

Purpose: In light of the increasing prevalence of non-human services, organizations can benefit by emphasizing distinctively human qualities in their services. This paper suggests that cultivating virtues among employees can enhance the value of human-provided services. Design/methodology/approach: This conceptual paper incorporates ideas from management and service research examining the notion of virtue as well as human qualities that are associated with virtuousness. The paper builds upon service research, which emphasizes the important role of human elements in service interaction, along with extensive research in positive organizational scholarship, which characterizes virtues as the finest attributes of human nature. Findings: The paper introduces “service virtuousness,” the voluntary and authentic expression of human virtues like compassion and creativity in service delivery, treating customers as individuals beyond their formal roles. A review of the literature reveals how virtuousness appears in services. The study also identifies when it is most beneficial, explores the challenges in its implementation, and suggests future research directions. Originality/value: The paper offers a novel concept for service research grounded in core human values. Although service virtuousness does not focus on outcomes, it offers numerous benefits to all parties involved in the service setting. The theoretical framework for studying service virtuousness provides new opportunities to identify the conditions in which virtuousness is most beneficial in a service context.