For instance, the extent to which the behaviour of the personnel (an important part of the service) can be ‘controlled’ by the organization will vary from country to country. Europeans will more...

For instance, the extent to which the behaviour of the personnel (an important part of the service) can be ‘controlled’ by the organization will vary from country to country. Europeans will more readily consider something as belonging to their private ‘space’ than, say, North Americans, and they will therefore reject too much control over something they consider to be private. This means that it will not always be possible to ‘transfer’ a service concept ‘undamaged’. The behaviour of both customer and personnel is part of the service.