Service involves a symbiotic relationship between the customer (service user) and the service provider (employee). Traditionally seen as a unidirectional socio-economic transaction, service-oriented organizations are increasingly encouraged to view the service user as an active contributor in value creation of the service. As such the service user can collaborate in the service task (service transaction), service standards (quality of the service) and service delivery (preparation and production). We begin our paper by describing key features of service and discuss the roles of the service user in the service process. We introduce the concept of a service loop and indicate the symbiotic nature of service encounters. We conclude our paper with a (brief) discussion of how service organizations can analyse their service offering and use the service loop concept to develop supporting processes aimed at service improvement.