Abstract: [Purpose / Significance] In recent years, China's trademark agency service industry has been developing rapidly. However, neither national standards nor industry standards have been established for trademark agency services. This study aims to provide insights into the ways of improviding China's trademark agency service quality management. What's worse, the normalization of agency services is unsatisfactory and the quality of agency service is uneven. [Method / Process]Based on the SERVQUAL scale, this paper builds a seven-dimensional evaluation index system of service quality of trademark agent by adding two evaluation indicators, namely "service remediation" and "management information system". Meanwhile, we took Q Company's trademark agency service business as the research object for empirical analysis. [Results / Conclusions] The result shows that the overall service quality of Q company's trademark agency is acceptable, but there is still room for improvement in the specific seven dimensions of the evaluation index system. On this basis, it proposes the improvement measures for the establishment of a comprehensive service quality management system, the establishment of a standard system for agency service, the further optimization of the management information system and the improvement of the comprehensive service capabilities of personnel.

Key words: trademark agency, service quality, evaluation index system, analytic hierarchy process