I think when people think about restaurants, they think most about service as a word, but what they really mean, most of the time, is hospitality. Service is the technical delivery of a product to the end user. It's the right food at the right time at the right temperature being given to the right person, for example. Hospitality is how that transaction --feels--.
You know, and I know that something can be done perfectly from a technical point of view and not feel very good. Hospitality is providing for someone else in such a way that they know that you are on their side. I can tell you that the combination of technically perfect service with warm, caring, intelligent, smiling, friendly hospitality is a winning combination, and you have to do both in the restaurant business.