Yeah.. depends on which shop that you're going. Even I'm a Bruneian also experienced the bad service. Some shop they will smile and greet you.
Countries that I've been.. The best costumers service are in Italy (Milan) n Switzerland. Rest of the countries, i.e Scotland, Aberdeen, other part of Italy, Prague, Korea, Singapore, Malaysia, etc.... Just so so.. Same applied to Brunei (4 districts)..
I guess it's the way their management trained them. Proper n good management, the service rep. will do a proper welcome.