Journal of Services Marketing – Special Issue: Challenges and Opportunities for Services Marketers in a Culturally Diverse Global Marketplace

In this special issue, we plan to extend this growing research stream by inviting manuscripts that address the unique challenges and opportunities offered by the differences in the expectations, perceptions and evaluations of customers and service employees in their inter-cultural interactions in today’s culturally diverse global marketplace. By doing this, we aim to help services marketing researchers look beyond the typical mono-cultural or cross-cultural views of customer-employee interactions that have been prevalent in services marketing literature. This special issue will also help services marketers recognize the importance of understanding and accepting cultural differences between and among their customers and employees in multi-cultural societies and develop suitable strategies to manage these differences in their service design and delivery processes.