Service quality and culture studies have traditionally used polar opposite cultures to make their case. This paper argues that these cultural extremes conceal significant variations in culture and has implications for service design, delivery and quality. The study explores the existence of value variations within ostensibly homogenous groups. It is posited that the knowledge of these spectrum of value orientations will enhance the service marketers' ability to 'situate' services as they enter new markets or introduce service innovations. A study conducted among 712 Malay university students produced 2 significantly different value clusters. Variance analysis showed that these clusters labeled as True Traditionalist and Transitory Traditionalist have significantly different impact on service quality dimensions. The findings support the argument that service quality and culture studies must examine between as well as within culture variations.