A B&M presentation for Customer Services I once attended suggested a differerence in the European and US mindset. European consumers make INITIAL purchasing choices based on price. US consumers make decisions based on service.
So, your average Josť European will say "I need basic function X, what is the least I can pay".
Joe America says "I expect function X to cost about Y, what can I get for my money"
The US experience is service-led, and the European price-led.
OF COURSE there are exceptions by both industry and by consumer group. And asking people reveals Europeans SAY they would pay more for better service, but ACT differently.
Incidentally, the presentation stated that Customer Services is the number 1 factor in CUSTOMER RETENTION in both US and EU.