Why services are often harder for customer to evaluate than physical goods?

Physical goods are easier to evaluate, because either they perform the job for which they were intended or they do not. Service is more difficult to evaluate, because everyone has a different service level expectation. For example, if a company provides straight-forward all-business service, it may attract people who do not have a lot of time and just want to get in and get with as little hustle as possible. However, the same company may drive other people away, because the company may appear to be unfriendly.

The best customer service is to give the customer exactly what they want exactly when they want it. Unfortunately, that might not be the best option for the business if everyone wants stuff for free. The company must do their best to find the blend that works best for their business model and for their customers.