In academia, however, services have emerged from a ‘Cinderella’ status – from being neglected and marginal, to gaining wide currency as meriting serious scholarship (Miles, 2000). Ascribing this status partly to the traditional difficulty in defining services as it is predominantly intangible (leading to the hardship the customer faces in understanding the way services are created and delivered) and there are myriad industries found in the service sector, Lovelock (2001) suggests two traits that capture the services essence. The first one is that a service is a performance or an act provided by one party to another; the second is that services are economic activities that generate value and offer benefits for customers at specific places and times as a result of causing a desired change to happen in the recipient of the service. Nevertheless, he argues that this difficulty in defining services is by no means exclusive to scholars and customers, citing the example of how many airlines worldwide have studied the marketing strategy of southwest airlines, the most consistently profitable airline in America, but none has yet been successful in accomplishing its subtly tuned balance. Once again, this sheds more light on intangibility as (the main characteristic of services and) forming the major obstacle when dealing with services in the paths of both the marketing academicians and professionals, for whom services intangibility has made it difficult to identify, measure and control performance standards (Thakkar, Deshmukh and Shastree, 2006).