Service… It’s a simple word we all know and have used thousands of times in the past. However, for many of us, service is more than a word. As consumers, we attach an adjective to it (terrible, average or great) and it will be an important factor when deciding how or where we spend our money. We consider it when choosing a restaurant for the evening or where to buy a new automobile, which stores we shop at or which airlines we decide to fly. For most consumers, I would guess that it plays a critical role in our decision-making process.