Challenges and opportunities for services marketers in a culturally diverse global marketplace

Purpose The purpose of this special issue is to extend the growing research on the challenges and opportunities facing services marketers in an increasingly culturally diverse global marketplace. Design/methodology/approach The nine papers included in this special issue use a variety of research methods (e.g. case study, experiments and surveys), participants (e.g. customers, employees and online panel members) and service settings (e.g. fast...