This essay will focus on the relationship between service cues and customer service experience and how certain cues affect them. Every business knows that customers are important to it because they are its most valuable asset. Customers are the key element in the growth of any business who purchase the goods or services provided by the business. The business only survives when it has customers, and to grow its business it must have a large number of loyal customers and recruit new ones. The business must therefore be structured and managed around them. It is very important that a business has the ability to successfully attract and retain customers. Customer loyalty is based on customers' strong desire for a product or service and the availability of supplier selection based on their reference (Dick and Basu, 1994; Otim and Grover, 2006). Therefore, for a business to retain customers, it is important to focus on meeting their needs. According to Berry (2006), customers evaluate the level of services based on their performance rather than objects....