An electronic device and a service discovery method in the electronic device are provided. The device includes at least one communication module, a processor operatively connected with the at least one communication module, and a memory operatively connected with the at least one communication module and the processor. The memory may store instructions configured to, when executed, enable the processor to configure a neighbor awareness network (NAN) cluster communicating with a plurality of external electronic devices based on a first communication protocol, through the at least one communication module, identify a service target device among the plurality of external electronic devices, while operating with the plurality of external electronic devices based on the first communication, and allow at least one external electronic device, except for the service target device among the plurality of external electronic devices, to deactivate at least one function related to the first communication protocol.