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Intercultural service encounters in the post-COVID-19 world: a research agenda

In: A Research Agenda for Service Marketing

Author

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  • Piyush Sharma

Abstract

Before the ongoing COVID-19 pandemic brought the world to a grinding halt, the growing trend towards globalization had led to a rapid rise in the numbers of immigrants, expatriate workers, international students, foreign tourists, multinational businesspeople and refugees who live or visit overseas. This resulted in an increasing number of intercultural service encounters (ICSE), which involve service employees and customers from diverse cultural backgrounds. Interestingly, during the ongoing COVID-19 pandemic, many of these encounters have switched to online mode, in various service sectors ranging from education and healthcare to finance and retailing. This chapter begins with a review of the relevant research on intercultural service encounters and the impact of COVID-19 on the customers and employees of interpersonal consumer services. Next, it identifies some important research questions and develops some testable propositions for guiding research on the nature and role of intercultural service encounters in the post-COVID-19 world.

Suggested Citation

  • Piyush Sharma, 2024. "Intercultural service encounters in the post-COVID-19 world: a research agenda," Chapters, in: Olivier Furrer & Mikèle Landry & Chloé Baillod & Jie Y. Kerguignas (ed.), A Research Agenda for Service Marketing, chapter 10, pages 283-298, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21560_10
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    File URL: https://www.elgaronline.com/doi/10.4337/9781803923178.00023
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