Service Innovation and Intercultural Communication: A Mixed Methods Research Perspective

Abstract

The investigation uses a mixed methods research approach to study the cultural connection between service innovation and intercultural communication practices. The research goal targets an investigation between cultural environments and service development processes while exploring business approaches to creating services attuned to cultural variability. The study unites insights from several disciplines which include management along with communication psychology and digital transformation and base their analysis on empirical and theoretical works published during the previous twenty years. The analysis included more than 5,000 articles resulting from PRISMA guideline screening which led to selecting 45 high-quality studies. The research proves that service innovation benefits from understanding intercultural components because it delivers improved customer satisfaction together with enhanced brand perception while advancing sustainable growth. The research showcases how mixed methods allow the fusion of quantitative procedures with qualitative information concerning culture. Hofstede’s cultural dimensions served alongside service-dominant logic and technology acceptance model to provide theoretical foundations for analysis. The research provides operational recommendations to organizations serving culturally diverse markets in the Asia region with focus on Thailand. The research finds important missing information about AI-human collaboration alongside digital trust standards inside intercultural service settings thus urging new study in this field. The study makes a significant contribution to improving knowledge about service innovation processes in contemporary global multicultural economies.