This article reflects on and reviews the different authors that have presented their concepts of service. It seeks to recover the idea that all organizations offer a service to society. In addition, the article aims to approach service nature, qualities, and features; inquire into service as a human experience, in regards to the customer, and within the company; distinguish the concepts of customer, internal customer, moments of truth, service cycles and maps, to delve into the possibility of creating an authentic service culture. In all this elaboration, the article also inquiries into the possibility of service as a noble principle that brings together and boosts individuals working in organizations with an internal / external customer-oriented culture.