ABSTRACT
This chapter includes a review of the mainstream opinions on how cultural values influence customers’ evaluation of hospitality service and how hospitality service providers could create satisfied customers in today’s multicultural marketplace. The popular research approaches in addressing this issue and common findings in the existing literature are critically presented, covering the topics of service evaluation, service failure and recovery, cross-cultural value co-creation, intercultural service encounters, and cross-cultural service management strategies. Emerging studies that have challenged the conventional views in this area and current research trends are discussed so that readers can identify what future studies need to focus on in order to contribute to the current debate or to fill in the research gaps in cross-cultural hospitality marketing.
