You may be able to think of other factors.
Knowing how to implement and follow through on them will make your business stand head and shoulders above your competition and no-one is stopping you from giving a five star service; even and especially if you run a three star hotel for example. It is the little things that make the biggest differences and nothing fails quicker and more spectacularly than mediocrity. If you are going to put time into giving customer service then why not make it the very best level of service that you can?
Remember that people are only able to do what they know how to do, which means that unless you have trained your personnel and they know what is expected of them, your reputation will completely in their hands.