Nowadays, when markets are becoming highly competitive and saturated with identical products, the importance of the type of service rendered to customers and its quality is one factors that guarantee that an organization/brand is a more favorable market than that of its competitors. It is therefore important for companies to understand how their service impacts customers and how it can lead to customer satisfaction and loyalty. The assumption of a company providing tangible goods that its only function is to sell those goods and nothing else is likely to lead to poor financial results and loss of business, as there is no reason to create, guarantee or measure the Customer satisfaction and loyalty as such quality service is important in all industries. A company's profit and growth are primarily driven by customer loyalty, and customer loyalty is a direct result of customer satisfaction (James L. Heskett et al, 2008). Customer satisfaction depends on a number of interdependent factors such as product quality, service delivery and service quality (among others), as such companies must ensure strategies that promote excellent service delivery in order to ensure continuous clientelism. Rust, Zahorik, and Keiningham (1996) state that “Personal service interaction is often a primary determinant of overall customer satisfaction.” The service sector has grown tremendously, as a result of companies identifying different needs in the economy and subsequently introducing services to meet the needs of their customers. Since service is intangible, customers do not understand the true value of the service rendered by themselves, service workers/employees therefore play an important role in... middle of paper ......l Intelligence, emotional labor and behavior of Organizational Citizenship in Service Environments by Yashotha Ramachandran, Peter J. Jordan, Ashlea C. Troth, & Sandra A. Lawrence (2011) Abusive Supervision: When Meaningful Work Hurts You Harris, KJ, Kacmar, KM & Zivnuska, S (2007). An investigation of abusive supervision as a predictor of performance and the meaning of work as a moderator of the relationship. The Leadership Quarterly, 18, 252–263.http://sloanreview.mit.edu/article/empowering-service-employees/?use_credit=a7789ef88d599b8df86bbee632b2994dhttp://smallbusiness.chron.com/negative-effects-employee-empowerment-18691 .htmlPersonality and Performance: The Big Five Revisited by Gregory M. Hurtz and John J. Donovan (2000) Customer Service Behavior in Retail Settings; A study on the effect of service provider personality by Robert F. Hurley