Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call

A) service perceptions.
B) service efforts.
C) service quality.
D) service aspirations.
E) service feedback.

Service quality refers to customers' overall evaluation of a service based on their perception of the service's ability to meet their needs and expectations. Because services are intangible, customers often have difficulty determining how a service will meet their expectations, making service quality a crucial factor in the success of a service-based business.