
11Service
Transfer of Ownership
Normann also contends that the sale in a service transaction does not
necessarily include a transfer of ownership to the same extent as the sale of
manufactured products. While we usually concur with Richard Normann,
we suggest that there are exceptions to his contention. For example, in a
self-service environment the consumer assumes roles conventionally carried
out by the service provider, such as making purchase choices, comparing
prices of competing products, and physically transporting potential pur-
chases around the shop oor and (eventually) to the checkout. In such a
service environment the primary aim ...