Even Though It Was Unusual,the Retailer Wanted the Sign Painter

Short Answer

Even though it was unusual,the retailer wanted the sign painter to do reverse painting on her store windows.(Paint the glass and leave the letters clear.)The retailer felt that this would make her store stand out as a unique place to shop.She had to talk to four sign painters before she found one that was agreeable to her plan.Which service dimension were the first three sign painters lacking?