Research on the influence of interpersonal factors to customer evaluation in service consuming

This paper made researches on the consumer service industry, which is based the empirical study on the travel industry, and explored the interpersonal factors of customer evaluation. From the literatures, we find four interpersonal factors in service encounter; they are: the relationships among customers, the relationships among employees, the similarities between the customers and the employees, and the service quality evaluation of the employee. After empirical study, we got two results: (1) the relationships among the employees and the evaluations of the employees have a significant impact on the customer service quality evaluation; (2) there is not only one simple integrated quality evaluation influencing customers' attitude, but also the relationships among the customers and the degree of the similarity between the customers and the employees-these two factors have independent impact on the customer satisfactions.