The aim of this study is to examine how the employees at Nordiska Kompaniet view the concept of world-class service and how they are motivated to deliver this level of service. Service is a central part of the tourism industry and the employees at Nordiska Kompaniet are educated in how to treat tourists, visitors and customers so that they will be able to deliver best possible service. The study is constructed on a total of eleven semi-structured interviews with employees at Nordiska Kompaniet in Stockholm. The interviews have contributed forward gaining a deeper understanding regarding the employees thoughts about the importance of the term word- class service within retail tourism sector. The study also highlights the importance of service education within retail tourism sector and the creation of customer value for international tourists, visitors and costumers. The collected empirical material has been interpreted using theoretical points which are motivation, identification, customer value and world-class service.   The result shows a unified opinion among employees at Nordiska Kompaniet, Stockholm regarding the meaning of world-class service and how they think world-class service should be delivered to tourists, visitors and customers. However, there is divided opinion regarding the motivation the employees receive at Nordiska Kompaniet’s internal service education.