Study on Service Management Innovation Based on Relationship Quality

The appearance of relationship marketing theory brings a great difficulty and many challenges to service management. To manage the service better, this paper compare the two management modes of service quality and relationship quality. Differing from the static, macro-layer management mode of service quality management, the management of relationship quality emphasizes on the dynamic, micro-layer, long term relationship quality between customer and service firm, which greatly improves the effectiveness and efficiency of service management. Therefore, traditional service management should be changed into the innovation mode focusing on relationship quality. Eventually, this paper puts forward some strategies from angles of relationship investment, relationship technology and relationship culture.