Abstract
The objective of this study is to propose a conceptual model of ethical service compliance and culture for the banking sector in order to comply with ethical service and local wisdom which has been argued as one of the specific domains. The review of the literature was conducted to examine the existing service culture model and theoretical concept. PICO (Problem, Intervention, Comparison, and Outcome) technique was utilised to identify the service domains which suit the banking sector. This study found that service culture needs to include the service domains since the early stage of the recruitment process and training. It is also important to consider the service reward, service co-creation, service transformation, service climate dan service orientation as the drivers of ethical service compliance and culture, which drives toward an excellent service value.
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