Cyber security is supportive of robotic service provision, the objective of which is to help marketers achieve their aim of providing a high level of service. Marketers need to be aware of cyber security issues and adhere to established cyber security policies. We investigate trust and commitment in relation to customer retention while assessing the mediating role of robotic service quality (RSQ). We employ a survey-based study that utilises 231 valid responses from customers in São Paulo, Brazil. To analyse the data, we used partial least squares structural equation modelling (PLS-SEM). The results show that trust and commitment have a positive impact on customer retention. RSQ has a partial mediation effect on the relationship between the latent constructs of trust, commitment, and customer retention. Thus, it can be suggested that RSQ, which embeds trust and commitment, assists in building a loyal customer base. Marketers outside the Latin American region can benefit from the results of this study since it incorporates cyber security awareness and policy within marketing strategy implementation, ensuring that RSQ is aligned in terms of the digitalisation goals of the company.

Amid intensifying global interdependence, organisations rely on cross-cultural competence as a strategic capability. This chapter synthesises conceptual foundations (cross-culture, cultural competence, global management) with practice-focused insights on training design, evaluation, and recovery after failure. It analyses intra- and intercultural dynamics, foregrounding Australian and American perspectives, and shows how culturally humble, contextually adapted programmes outperform one-size-fits-all approaches. Using the M&S cyberattack as an illustrative case, we examine service recovery, leadership communication, and the service-recovery paradox. Integrating ADDIE, Kolb, DMIS, Transformative, and Social Learning Models, along with multi-level feedback models, we propose an actionable framework and agenda for longitudinal, technology-mediated, culturally responsive capability building.