The world economy today is growing rapidly with the improvement of the service economy. This is known as a primary source due to the significant increase and share of the service sector in the economies of most developed and developing countries. In fact, the service sector growth has been considered the indicator of the country's economic progress. It also brought a change in the conduct of goods and services which is defined as “The product can be a good or a service. Goods are tangible, homogeneous, production and distribution, can be stored and transferred ownership such as portable phones, laptops and so on. Unlike products, services are intangible and non-physical. They cannot be seen, touched, felt, grasped or heard. Service etiquette is a code of behavior that describes expectations of social behavior according to contemporary conventional norms within a society, social class or group (1). Service etiquette is very important because it indicates the key point of interaction between hotel customers and service staff, which creates opportunities for the company to build a long-term relationship with its customers or colleagues. Service Etiquette 2.1: Principles of Service Etiquette Service etiquette is known as a process of training service employees that guides them to learn effective skills in a formal and professional manner that are important for them to know how to smile, communicate with customers to make them feel comfortable and happy. Staff must know how to treat customers and understand their expectations. Service providers must be proactive to handle critical issues fluently. To explain it further, Mac Donald is a good example as it is a famous fast food brand in the world. Customers always feel satisfied when...middle of paper...foreground, you need to focus on developing your customer service by focusing on attracting and retaining customers in order to make your business perform well and stabilize in any competition with other companies. In other words, the company must adopt specific customer service etiquette to maintain and improve business consistency. To make it possible and effective, companies must satisfy their customers while dealing and working with them in terms of providing the highest level of respect and expert experience to their customers to achieve their goals and make themselves satisfied by their customers. own benefits deriving from the experience of personal growth or career path. This paper aims to investigate how customer service etiquette affects the business and what the organization should do to improve its customer service in order to develop the business.