Background: The number of students would like to go abroad for further study is increasing. There are two kinds of methods to go abroad—by public institutions or private agents. For most of Chinese students, going abroad through public institutions like universities exchange programs is kind of difficult, since there are much more students than the posts provided by government funded study. It leads to a strong competition between students. For those who want to study abroad but miss the chances for exchange programs, private education agents can be their second choice which can help students for their applications.

Purpose: The purpose of our research is to explore how services for the private agents in the education industry in China change over time. The function of education agents was clarified, but it is not clear about the operating strategies. Thus, we cooperate with a Chinese education agent and study how their services change over time.

Methodology: We conducted a qualitative study by deep interviews and other secondary data. The interviewees included leaders, staff and their customers. Then, all of the information creates a database. We started our research by a single case study on Huashi Education company. After this, we use grounded analysis to interpret all the information, which identify themes by different codes from empirical findings. Through these themes, we connect the empirical findings with them to prove the theoretical findings.

Conclusion: For this industry, customers have more and stricter requirements, to achieve their goals, the agent has to make increasing number of innovative services to attract customers. Also, it leads to the need of the quality of services. After this, customers would like to recommend this agent to their friends, the word of mouth is building in this process. Thus, more and more customers are attracted.