Service Excellence in Light of Cultural Diversity: The Impact of Metacognitive Cultural Intelligence

Growing cultural diversity in the customer base means that firms must interact with a culturally diverse customer in a way previously impossible. This study examines when, how, and why service employees may adapt the service encounter to meet the values and expectations of culturally disparate customers. Distinctiveness and trait activation theories suggest that cultural intelligence moderates the relationships between perceived cultural differences and out-of-group status to service encounter adaptation. As a result of cultural competencies, negative customer outcomes and risks associated with multicultural service encounters may be mitigated and positive outcomes enhanced.