Luxury service experiences and culture

Purpose Luxury markets have become increasingly global, and cultural differences and preferences for luxury goods have been studied extensively. However, the international aspects of luxury service experiences and the impact of culture have hardly been studied, although culture shapes such luxury experiences. This article addresses this gap and aims to enhance our understanding of the cultural aspects of luxury service experiences. Design/methodology/approach This conceptual article draws on the luxury services and international marketing literature streams, focusing on the impact of culture. The proposed theoretical framework extends the existing conceptualization of luxury services by developing the characteristics of luxury services that are influenced by culture. While the article is conceptual, its development is supported by insights from managers in the luxury sector. Findings The article develops seven core propositions for how luxury services are impacted by culture, including cultural capital, cultural differences, intercultural communication and cultural intelligence. Practical implications The article identifies areas in which cultural differences may make luxury services more complicated and how culture can impact engagement in the luxury service encounter, including how language use impacts intercultural communication. We also propose managerial actions to alleviate these problems, such as cultural intelligence training. Originality/value The article is the first to analyze luxury experiences from an intercultural perspective, shedding light on the impact of culture on luxury service experiences.