關係?銷在服務業?銷的範疇中，成為一個熱門話題，其受到如此重視的原因乃由於開發新顧客比?住舊顧客還要多花好幾倍的成本，關係?銷可培養顧客忠誠?。因此，本研究目的在瞭解關係?銷之內涵、建?適用於運動服務業應用之關係模式及分析模式中各因素之影響關係及其強?。以池冠游泳學校之會員為研究對象，藉由Bowen and Shoemaker (1998)所提出之MSR模式進?探討，共計發放360份，共回收有效問卷計295份，有效問卷回收?為81.95%。本研究發現Bowen and Shoemaker (1998)所提出之MSR模式在運動服務業亦可適用。最後，本研究提出相對之關係?銷以作為運動服務業之?考。
Relationship marketing becomes a hot topic in service marketing. The reason why relationship marketing is treated so important is that the cost of finding new customers is several times that keeping the repeated customers. The relationship marketing can improve customers' loyalty. Therefore, the objectives of this research are to explore the definition of the relationship marketing, to build a useful relationship marketing model for sport service marketing, and to analyze the correlation ship of the factors in the model. Using Chi-Kwan Swimming School as a case study, this study employs the MSR model developed by Bowen and Shoemaker (1998). This study distributes 360 questionnaires and 295 copies are returned. The response valid rate is 81.95%. This research finds that the MSR model developed by Bowen and Shoemaker (1998) is applicable for the sport service industry. Finally, based on relationship marketing, this study makes relative suggestions for the sport service industry.
