A service providing device is disclosed. The service providing device mounted in a vehicle comprises: a communication unit for receiving a terminal signal from at least one terminal device; and a control unit which determines the distance to the terminal device from the received terminal signal, determines a user riding in the vehicle on the basis of the determined distance, and provides a preset service on the basis of the determined user and terminal information included in the terminal signal. Thus, the service providing device can provide a service suitable for the user riding in the vehicle.