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关于如何理解服务，有人曾用一旬通俗的话来解释“服务就是人与人之间的游戏”。至于如何把这个游戏玩好，则取决于你对服务的认知程度和艺术化运用。在用户对服务的期望中，一部分是有形的期望，如质量、形状、颜色、数量等，一部分是对无形的期望或感觉。如物超所值的满足，服务员优雅的举止、安静舒适的服务环境等。通过研究发现，在人们对服务的期望中，有形的期望约占1／3，无形的约占2／3，还有一小部分是有形与无形的综合。因此，服务是结合有形的设施、产品与无形的内涵、文化所形成的复合体。除了商品使用便利外，还有服务人员的态度，以及售后的维修等等，但这个人与人之间的相互服务并不是孤立的，而是通过建立企业内部服务系统并经由服务递送体系才能实现。
On how to understand the service, some people once used to explain the “service is the game between people.” As for how to play this game, depends on your awareness of service and artistic use. In the user’s expectation of service, some are tangible expectations, such as quality, shape, color, quantity and so on, and some are invisible expectations or feelings. If the value for money to meet the waiter elegant manner, quiet and comfortable service environment. Through the research, we found that among people’s expectation of service, tangible expectation is about one-third, invisibility is about two-thirds, and a small part is tangible and intangible. Therefore, service is a combination of tangible facilities, products and invisible connotation and culture. In addition to the convenience of using the goods, there is the attitude of the service personnel as well as after-sale maintenance and so on. However, the mutual service between people is not isolated but can be achieved through the establishment of an internal service system and the service delivery system .