Too real? The conflicting roles of adaptation and authenticity in intercultural service encounters

Purpose Intercultural service encounters (ICSEs) often require adaptation to the customer’s culture, thereby risking a reduction in the cultural authenticity of the experience. This study aims to research the optimum level of adaptation of an ICSE needed to achieve desired authenticity perceptions for positive consumer outcomes. The study also identifies the influence of generational cohorts and cultural competencies on developing such positive consumer outcomes. Design/methodology/approach The study uses two scenario-based experiments depicting low, moderate and high levels of adaptation to an ICSE. Findings Consumers prefer a cultural experience with a moderate level of adaptation to achieve the highest level of satisfaction and loyalty intentions. Perceived authenticity mediates the effect of adaptation on outcomes, with the generational stage (Study 1) and cultural competencies (Study 2) further influencing the relationship. Originality/value ICSEs and consumers’ desire for such cultural experiences are increasingly becoming a part of everyday consumption. Guided by social judgment theory, this study explores how two value-adding, yet conflicting tenants of successful ICSEs, cultural authenticity and adaptation, influence positive consumer outcomes.