This conceptual paper aims to explain and discuss the role and the potential of a relatively recently coined cultural dimension of indulgence vs. restraint on service encounters in tourism and hospitality. Although the indulgence and restraint dimension may be significantly relevant for the...

This study offers two new scales to be used by services marketing and management practitioners and academics. The scales measure how much control a service customer prefers to have and how much control a service business offers in order to reduce or eliminate various types of risks. Scales...