The best replacement for serve is service.

The best alternatives to serve are rated as following:
★★★★★  service
★★★★  bluebird
★★★  hard ice cream
★★★  ice cream
★★★  suffer
★★  serves
★★  first come first served
★★  frozen yogurt
★★  served
★★  be served
★★  amex prepaid
★  offer
★  protect commercial
★  not to serve
★  help
★  custard
★  instant pudding
★  baseball pitch
★  protect
★  keurig
★  gain city
  topspin
  nutribullet
  get served
  kick serve
  serve
  proserve
  top spin serve
  real ice cream

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Speaking about serve, one probably shouldn't forget about isis.

Other search terms related to serve and their ratings are:
★★★★★ isis
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Google Trends

Scale is based on the average worldwide traffic of serve in all years. Click on graph for more.
serve
service
bluebird