Empirical research on factors influencing relationship quality between service firm and customer--taking the bank for example

This paper adopts structural equation model (SEM) method to study on factors influencing relationship quality between service firm and customer. Systematic sampling method is used in the research and the individual customers who have financial dealings with the bank are investigated in ten bank mesh points in Wuhan, Hubei province, P.R.China. Three conclusions are drawn from the research: Firstly, service firm should attach importance to the implementation of customer orientation and relationship orientation strategies. Secondly, service firm should strengthen the interaction and communication with customers. Thirdly, service firm should strengthen staffs´ education, training and management of image.