“…Most scientists in their work, such as: Campos & No'brega (2009), Chee & Noorliza (2010), Chen, Chang & Lai (2009), , Davidavičienė & Meidutė (2011), Jaiswal (2008, Jayawardhena (2010), Juga, Juntunen & Grant (2010), Lu & Jang (2007, 2010, Meidutė, Litvinenko & Aranskis (2012), Mentzer, Flint & Kent (1999), Mentzer, Flint & Hult (2001), Kilibarda, Zečevic & Vidovic (2012), Panayides (2007) noted that the client is the most important part of any business of the service sector. Assessing this, it is important to keep in mind that the activity of the service sector is oriented exactly to the clients and its results are directly dependent on customer choice.…”