From the fundamentals of service management, aiming to identify structural components of companies with superior service, the servant behavior, structured in previous research, was submitted to customers’ point of view. This paper aims to present, in a hierarchical way, the degree of importance of attributes for servant behavior. Survey was conducted among 1,800 randomly selected customers. A Likert scale was used, with varying degrees of importance ranging from 1 to 9 for each attribute. The attributes were sorted in order of importance, with the following sequence: responsibility, practice of good and useful (8.1); initiative (8.0) and desire to help (7.9), simplicity and resignation had less importance in comparison to others, and received, respectively, the scores 7.1 and 6.5. Factorial analyses were made, in order to group the attributes to evaluate the performance of organizations in the service sector.