Services are provided by a seller to a buyer in exchange for money, constituting an economic activity. However, this transaction does not confer ownership of the services provided to the buyer; only value is exchanged. This unique feature sets services apart from physical goods.
Generally, service is perceived as a process responsible for making a positive change in the intangible and physical possessions of customers.
In the marketing world, the term ‘service’ is not confined to personal services such as dental care, haircuts, legal consultation, or auto repairs. Its scope extends far beyond these. Various experts have attempted to define ‘service,’ but no single universal definition exists.
According to Philip Kotler, “A service is an act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.”
Zeithaml and Bitner define services as “deeds, processes, and performances.”
Christopher Lovelock describes services as “economic activities offered by one party to another, most commonly employing time-based performances to bring about desired results in recipients themselves or in objects or other assets for which purchasers have responsibility.”