This essay will discuss the relationship between service cues and customer service experience and how certain cues influence them. Every company knows that customers are important to them because they are the company's most valuable asset. Customers are the key element of the growth of any company that purchases the goods or services provided by companies. The business only survives when it has customers, and to grow the business it should possess huge amounts of loyal customers and recruit new ones, so the business should be structured and managed around them. It is very important for a company to have the ability to successfully attract and retain customers. Customer loyalty is based on customers' strong desire for products or services and willingness to select suppliers based on their referral (Dick and Basu, 1994; Otim and Grover, 2006). Therefore, for a company to retain its customers, it is important to focus on satisfying customer needs. According to Berry (2006), customers evaluate the level of services based on performances rather than objects, therefore for m...