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This chapter aims to consider workplace spirituality from a cross-cultural perspective. The terms workplace spirituality and culture are so intangible, and both start with the attitude and behavior of humans but are meaningful in a community. Because of the constraint of understanding these abstract settings, it is necessary to define and specify the dimensions of both concepts to achieve the aim of this chapter. In this regard, the section starts with the conceptuality of workplace spirituality and the dimensions of the term, which cumulate at individual, group, and organizational levels. It goes with the part of cultural dimensions in the light of Hofstede's (2001) direction, Chhokar, Brodbeck, and House's (2007) extension, and Sharma's (2010) derivation of cultural dimensions for national, organizational, and individual levels, respectively. After joining the dots, the chapter focuses on one of the most sacred research areas for academic literature, cross-cultural differences, and workplace spirituality. The last part of the chapter is the conclusion to point to final notes about the concepts and help guide future studies.

This study aims to expose the challenges associated with theory development and its implementation, as it relates to services marketing and hospitality management. The author summarizes the literature, creates a conceptual model and proposes directions to bridge the theory–practice divide.

The author synthesizes and extends the literatures of services marketing, general marketing and hospitality management through a systematic literature review. A conceptual model is created to illustrate the challenges related to theory development and implementation.

Four types of theory challenges and three contemporary practical challenges are presented. The challenges for theory development include a communications gap, difficulties in applying universal theories into idiosyncratic organizations, researchers disconnected from practice and practitioners disconnected from research. Contemporary practical concerns include: human resource constraints, customer behavior and misbehavior and the organizational and business environment.

Managers can bring contemporary business challenges to the forefront by collaborating and writing with scholars. Similarly, keeping abreast of the latest advances in customer service, applying best practices in human resource management, educating and cocreating with customers are among several recommendations proposed to managers and marketers. Internal and external scanning can assure that managers engage in efforts to reduce barriers to implementation and improve services in their organizations.

Despite the decades-long study of customer service, organizations still struggle to deliver exceptional service. This study informs scholars on developing and communicating theories and managers on how to better access and interpret the latest research. In order for research to be successfully generated and implemented, scholars can engage in efforts aimed at joint (researchers and managers) idea generation, publication in multiple outlets, sampling that resembles real life, adoption of contingency theories and reconsidering journal editorial and institutional policies.