Parasuraman (1997) pointed out that driven factors of customer cognitive value included product quality, service quality and price factor. This research achievement has received universal recognition from the academia. Among the aforementioned three factors, service quality is more difficult to be duplicated by competitors than product quality and price. Therefore, how to present the optimal service quality becomes the source of sustainable competitive advantage of an enterprise. Other scholars made supplement to the aforementioned, for example, the maintenance of brand equity and customer relationship (Ravald and Grönroos, 1996) and so on.