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It has been argued that the single most important difference between products and services is the characteristic of intangibility. In fact, it has been said that intangibility is the key to determining whether or not an offering is a service or product (Zeithaml and Bitner, 1996). This characteristic has a profound effect on the marketing of services (Lovelock, 1991; Rushton and Carson, 1989). Levitt (1981) argued that special difficulties arise from this intangibility which lead to quality control problems …

…loss increases. The association of intangible services, uncertainty, risk and expectations is an area yet to be examined in the service literature. In conclusion, expectations play a major role in determining consumers' post-consumption service quality evaluations. It is therefore important that the service marketer understands these expectations across the intangibility continuum. When marketers know the consumer's quality expectations, they are in a position to develop marketing strategies for service delivery. Objective and hypothesis The objective