| The problem that enterprises most concerned is how to balance customer perceptions and expectations, make the customer really feel satisfied and obtain value in the course of implementation of the service strategy. Combined with measurement system of perceived service quality, this paper carries on research to this problem in term of establishing long-term customer's relation. This text is divided into four parts altogether1. Review of relevant document survey and innovationIn the past 20 years, the scholars have carried on a large amount of, valuable researches to the service quality and relevant problem. We can roughly divide it into 3 stages:The first stage (1980-1985): it's the starting stage that mainly defines the basic conception of service management and service quality management, and has laid a solid foundation for the research for the future.The second stage (1985-1992): It's the stage that mainly carries on research to the key element which forms the service quality, for instance, the choice of measurement element of perceived service quality, proposition and revision of GAPS MODEL, and begins to pay attention to research methods of perceptions of the service quality, like the proposition of SERVQUAL.The third stage (1992 - today): The researches at this stage demonstrate deepness, systematization and integration, and the model designed is developed in the dynamic direction.Through anatomizing research frame of perceived service quality gap analysis, this paper propose the improved view to the original theory frame from the new visual angle of customer relation, and has carried on exploratory research to the dynamic equilibrium of the customer perceptions and expect ions. Including concretely:This paper combines GAPS MODEL with dynamic measurement method of customer expectations, and measure perceived service quality from the customer relation aspect.The dynamic measurement method of perceived service quality on the base of layers of research to service process These paper apples Customer value Theory to serve management, and proposes customer earning capacity subdivision concept.Through the researches to management of dynamic measurement and dynamic measurement method of perceived service quality, we can obtain Manage the law in service quality level that can promote dynamic equilibrium of the customer perceptions and expect ions.2.Measurement and comparison between customer's perceptions and expectationsThe quantitative analysis of perceived qualityThrough studying, the scholars verify that quality the customer perceives is not a one- dimensional concept, that is to say that customer's appraisal on quality includes the perceptions of a lot of key elements. PZB, (A. Paraguayan, Zeithaml, V. and L. Berry) a research team on service management, it confirms 5 pieces of concrete dimensions about service quality in the researches, including dependability, responsiveness, security, moves the natural instincts and changeling .On the basis of five indexes, PZB has set up one kind tool that used to measure perceived service quality –SERVQUAL, which measures perceived service quality through comparative analysis of gap between customer service expect ions and customer service experience . Analysis and measurement of customer service expectationsService that customers expect can be determined as adequate service and desired service. Desired service is the most high-level service that customer expect, it's difficult to describe desired service concretely, which will extend as renewal of service notion and customer's psychological need. But in fact: The customers wish for desired service but often admit it's impossible. Because of this reason, they have another low-level service, which is named the adequate service. If we consider the desired service as upper limit and adequate service as lower limit, it's not difficult for us to find standards customers use to measure service performance: the desired and the acceptable.Gap between customer perceptio...
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