Relationship marketing is a popular strategy for many current service industries. Therefore the academic attach importance to relationship marketing and relationship quality?s research in recent year. This study investigated the relationship market, relationship quality and relationship outcome in the special event industry. This study will help special event managers to develop and implement effective relationship marketing strategies. Effective usage of relationship marketing strategies will be able to improve special events? performance such as share of purchases, relationship continuity, and word of mouth inductive this study. To analyze data collected from 643 guests in Yi-Lan Green Exposition, the structural equation model was used to identify structural characteristics of relationship management between service providers and guests. The empirical results of this study indicated : First, mutual disclosure, service provider attributes, customer and relationship orientation has a positive influence relationship marketing. ; Second, higher relationship marketing resulted in higher relationship quality (satisfaction and trust). ; Third, higher satisfaction resulted in higher relationship outcome (share of purchases, relationship continuity and word of mouth). ; Forth, higher trust resulted in higher relationship continuity, but didn?t guarantee they would tell to other people.
