I seem vaguely to recall that a long time ago, servicing was something a bull did to a heifer or a boar to a sow. But it seems to be creeping in to general usage as a synonym for serving. Has anyone else noticed this, and, if so, could they shed any light onto why this should be?
I've noticed it as well, and it usually makes me smile due to the distinct sexual connotation that people seem to have all but dropped. I think it just comes from "verbing the noun", honestly. "To service" is understood as "to provide a service to", which is effectively the same as "to serve".