sentences:  However, cross-cultural approach has challenge of environmental changes, cultural change and some other unstable factors (Agarwal, Malhotra & Bolto, 2010).Therefore, the main principle of looking at cross-cultural approach and cross- national approach base on perceive service quality.In the global service marketing, the marketing manager face a challenge of international services on account of the intangibility of services, unification standardizing services across national borders and difference of preference for customized services in different countries and culture.