Bridging traditional philosophical values and service productivity: Role of service divinity in the Indian hospitality industry

Service productivity is vital for competitiveness and sustainability in hospitality, yet the influence of cultural and philosophical traditions remains understudied. This study introduces service divinity, a construct based on Indian values such as Atithi Devo Bhava , karma yoga and bhakti yoga. Service divinity views customer service as a sacred duty and integrates spiritual principles into professional practice. The study uses a pragmatist mixed-methods approach that blends eastern ontologies with western analytical frameworks to ensure cultural inclusivity and methodological rigour. Survey data from 419 hotel employees and interviews with 13 managers show that service divinity enhances work satisfaction and service productivity. Work satisfaction serves as a mediator, and value congruence strengthens these effects. The model explains 50.3 per cent of the variance in service productivity. The study advances theory by integrating spiritual and cultural constructs into Person–Environment Fit frameworks and linking eastern and western perspectives. Practically, it shows that aligning cultural values with organizational goals can strengthen employee motivation, satisfaction and competitive performance. The findings also highlight how principles from Vedic Hindu traditions, such as non-reciprocity and non-attachment to outcomes, differ from western reciprocal hospitality and influence service productivity and work satisfaction.