That's just any customer business.
When you go buy a house it feels like the agent is really looking at your personal circumstances and trying hard to be your friend. When you go cut your hair the staff will remember your name and ask about your day. Your dentist will keep track of your operations, personalize your care and make sure you're in trust and as comfortable as possible.
There's really nothing special about having people you pay be friendly with you.
Now, the waiter at our office lunch restaurant that we went to like every 2 or 3 weeks knowing exactly what each of us would order and even the ones that alternated between 2 or 3 dishes he'd ask "oh is it the butter chicken or the chicken tikka today?" makes sense and is impressive and appreciated. He didn't do any non essential small talk instead of doing his job either.
On the other hand you have restaurants where you're a table for two and the guy doesn't remember who had which dish when serving in a basically empty restaurant.