þjónusta

Þjónusta (Icelandic for "service") is a broad term used to describe activities and sectors that provide value through intangible goods rather than physical products. In Icelandic usage, it covers customer service as well as entire service industries, including hospitality, retail services, financial services, health care, education, transportation, IT services, and public administration. The word derives from the verb þjóna, "to serve," and has long been used to denote the act of serving or delivering services.

In economic terms, the þjónusta sector forms a large portion of Iceland's economy. Tourism has been a central driver since the late 20th century, while other important subsectors include financial services, wholesale and retail trade, professional and business services, health and social care, and public administration. Public services delivered by the state and municipalities, such as health care, education, and welfare, are also grouped under þjónusta, reflecting the non-material value these activities provide to citizens.

Quality of service, customer experience, and accessibility are common concerns in both business strategy and policy discussions about þjónusta. The term thus encompasses both market-facing service provision and state-provided services.