One limitation of these studies is that the various aspects of behavioural intentions were not examined separately with multiple constructs, which precluded a thorough examination of the impact of service quality on this multi-faceted construct in various cultures. For example, although the role of such behavioural intentions as word-of-mouth recommendation or feedback might seem to be important in all cultures, the degree of importance of these behaviours might be amplified in certain collectivist societies (Hofstede, 1980).