An empirical research in service industry about relations between relationship benefit, customer value and relationship quality

In the 21st century, the company´s marketing activities need to be changed from a purely productoriented sale to customer-oriented. The enterprises should build a good relationship with the customers so as to win their attention and support to the product or at least its information. This paper established the framework of relationship benefits-customer value-relationship quality, and proposed the hypothesis. We designed an empirical research with questionnaire in the fitness industry, and used structural equation model to analyze the data collected. The data verified the hypothesis, and we made further discussion on the results and pointed out the study deficiencies.