However, any type of service or product provided to the customer is always accompanied by an experience that meets emotional involvement (Johnston & Kong, 2011). Service quality has become a source of satisfaction or dissatisfaction (Ryder, 2007). Keeping this in mind, customer experience impacts customer satisfaction, influences expectations, trust, ensures customer loyalty, supports the brand and ultimately leads to the emotional bond between customer and brand (Johnston & Kong, 2011) . Customer service has become the initial contact that the customer can reach. The statement is supported by Johnston & Kong (2011) that service is associated with interaction between staff and customer, while sometimes referred to as customer contact or 'moment of