| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 93 === The relationships between the 3C retail service industry and its customers are usu-ally constructed during the continuous interaction between the salesmen and consumers. If the retail business owners could strengthen the relationship with their customers effi-ciently, the customers’ purchase risks might be decreased. Moreover, the results of the customer relationship management action may increase the customer satisfaction and loyalty and further create more corporate profits. As the matter of fact, many research-ers consider that building solid relationships with customers has been one of the ap-proaches for gaining the advantages during the competition. And this concept men-tioned above also inspired the motivation of this research. The purposes of this research are listed as the following: 1. Creating a relation pattern between the relationship bene-fits and brand equity. 2. Verifying the relation patterns between the relationship benefits and brand equity based on taking trust as the prevalence.
The results of this research are listed as the following: 1. Social benefits and brand loyalty dimensions are with positively related to characteristics and social benefits has no positively related to with trust, perceived quality, brand association and brand awareness dimensions. 2. Special treatment benefits and brand association are with great positively related to characteristics and special treatment benefits has no positively related with trust, brand loyalty, perceived quality and brand awareness dimensions. 3. Confidence benefits shows a strong positively related with trust, brand loyalty and brand association dimensions and confidence benefits has no positively related with perceived quality and brand awareness dimensions. Furthermore, the confidence bene-fits prevalence effect generated via trust makes a strong positively related with brand loyalty, perceived quality and brand awareness.
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