||Since clarifying "SERVICE" is not offering goods, services or mixed both, "Service Perspective" has become the prevailing trend of thought as a paradigm in this century for business. Relationship is the nature of service, so that the mutual understanding of expectation between server and beneficiary is the pivotal point for service. From the viewpoint of server, it is not an easy task to get along with beneficiary's experience. Whether employees engaged themselves in service with "Service Perspective" is another related issue. This research raised a conceptual framework: value-pursuit pyramid of perception context, hopefully, to be an instrumentality of exploring experiential expectations of beneficiaries.
With Parasuraman & Grewal (2000) to customer loyalty expansion model (QVL), to tangible, reliability, responsiveness, assurance, empathy five dimensions and customer satisfaction. "Quality-Value-Loyalty Chain" for Parasuraman & Grewal (2000). SDL omitted the dotted line (product quality and price) and retained "Quality of Service - Perceived Value - Loyalty" as the research framework.
And, according to an empirical case study, this research discovered that "Service Perspective" is not a unified cognition between managers and employees, and almost totally ignore redemption value.
Finally, based on the analysis of the results of recommendations, do marketing industry in the future reference marketing activities to enhance service quality.