With this study, the authors intend to demonstrate the conflicting roles of service adaptation and service authenticity on positive cross-cultural service outcomes. Using scenario-based experiments, they explore if there is an optimal level of adaptation/authenticity when service outcomes such as satisfaction, WoM and repatronage intentions are the highest (Study 1). Furthermore, the authors explore if different generations respond differently to the various adaptation levels and authenticity perceptions (Study 2). Finally, the authors suggest that customers' cross-cultural experiences may bridge the perceived authenticity – customer experience gap  (Study 3, in progress). We find that too much authenticity may actual hinder the optimum service experience. Specifically, while younger customers generally prefer moderate adaptation aka moderate authenticity (rather than the expected low adaptation) when seeking cross-cultural service experiences, older generation seem more adventurous and perceive a better service experience (satisfaction, WOM, repatronage intentions) when there is low to no adaptation (full authenticity). Specifically, we find a significant difference in positive service outcomes (significantly higher for the older generation) between the younger and older generations when adaptation is low.