Service is the provision of service to customers before, during and after a purchase. According to Turban et al. Service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation. “Its importance varies by products, industry and customer; defective or broken merchandise can be exchanged, often only with a receipt and within a specified time frame. Retail stores often have a desk or counter devoted to dealing with returns, exchanges and complaints, or will perform related functions at the point of sale; the perceived success of such interactions being dependent on employees “who can adjust themselves to the personality of the guest,” according to Micah Solomon quoted in Inc. Magazine.