Abstract:

Services industries have become a major focus by Malaysian government in achieving the status of develop nation; with vast investment on the infrastructure, skilful manpower as highlighted in the Eleventh Malaysia Plan (2016-2020).  This idea is supported by the Economic Transformation Programme focusses on 12 National Key Economic Areas (NKEAs) mainly from services industries such as financial services, wholesale and retail, business services, tourism, education and healthcare. Meanwhile, many laws have been established for creating best practices at every angle of the services industry; from upstream to downstream, as well as on consumer well-being, protection and benefits. This paper discusses the future direction of services industry; either to rely on having more laws or to impart self-regulation for keeping the freedom and give way to the natural self-control and common sense to perform; voluntarily by both the services’ providers and consumers.  The discussion also highlights some important issues and challenges related to unethical aspects and consumer rights.