The services sector accounts for over half of India's GDP and dominates with high-paying jobs and talent. Services are intangible activities or processes rather than physical goods. They are characterized by intangibility, inseparability, perishability, and variability. Customer satisfaction with a service depends on their interactions with employees, the physical environment, other customers, and self-service technologies. Companies must monitor and analyze service quality gaps, customer expectations, and importance-performance to ensure consistently good service experiences.