If you work for your own company the best way to get a pay rise is to keep your customers happy. That is where the money comes from.
If you work for somebody else’s (large) company the best way to get a pay rise is to keep your boss happy. That is where the money comes from.
You would hope that keeping your customers happy is what your boss wants. But in reality he probably wants to cut costs, launch new products, create risk reduction policies or deliver a social responsibility strategy. These won’t necessarily do anything for your customers.
So if you want really good service, go to an owner run business.
The exception that proves the rule? John Lewis, but then that is an owner managed business.