On the radio right now there's a discussion about people's night out being spoilt by a noisy table of other diners.
Marketing a service is a real challenge. You're selling a product that's intangible, perishable, variable and inseparable.
And your servicescape is built of design, ambient and social factors. A part of that "social factors" is behaviour of other customers.
Service is hard to design for, but it's important to do.