Serving others is demonstrating a heart of sacrifice and devotion for others without seeking your own benefit. However, can it be called serving others if they feel uncomfortable no matter how good things you intend to give? Sometimes, you feel distressed when they don't know your heart, even though you don't serve them according to their heart. Serving others according to what they want and serving without change or cost is true service.
"In everything, therefore, treat people the same way you want them to treat you, for this is the Law and the Prophets" (Matthew 7:12).