Marketing research has had a significant impact in helping us understand the unique features of services. One of the most important distinguishing features of services is the lack of a physical dimension. Instead, services are characterized by interactive processes. The consumer of the service and the supplier of the service jointly create the service offering an experience as they interact. A service can thus be defined as “a process that leads to an outcome during partly simultaneous production and consumption processes” (Grönroos 2001: 150).