From the investigation of service relationship, several components such as relationship quality, customer relation benefit and empathy are seen as essential antecedents of successful long-term consumer relationships. Most articles agreed that customers’ expectations are rarely concerned with a single aspect of the service package but rather with many aspects.
Furthermore through understanding customer’s perspective, the main purpose of this study is to investigate what kinds of incidents can be classified as dis/satisfactory from the customers’ point of view who belong to the wealth management group in a Chinese bank, a case of Bank S. This study focuses on the interactions between customers and bank employee/financial specialists in the service process. Following the line from Bitner et al. (1990,1994) study to Johnson R. (1995) and Johnson L. (2002) studies in relational benefit field, data for this study is collected using the critical incident technique (CIT).
The procedure of data analysis followed open coding, axial coding and selective coding. Using critical incident method, this study collected 114 incidents from bank customers and employees. The incidents were categorized into four groups: Staff and interpersonal, Operation process, Convenience and Cost. The research findings were also compared with previous articles and found some new findings. These new findings are issues about competence, dignity, the pressure from hard sell and the amount of fee/commission.

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