Bowie and Chang (2005), analyzing different scientific insights about service quality, highlight some important moments. The previously mentioned service encounter occurs when the customer assesses the service quality and his/her satisfaction with the complex set of behaviors which have happened between the customer, the server and the service company. According to Zeithaml and Bitner (2003), service quality is based on customer's perceptions of service and not on the criteria that determine what a service would have or not to be. In other words, service quality can be defined as a customer's verdict about the service's or service organization's expertise and superiority among others.