The Bearing Of Relational Benefits,Quality Of Relationship And Customer Behavior: An Empirical Research Of Restarrant

Relationship marketing is one of the popular branch of Marketing. But the number theory of relationship marketing is as much as of the marketing experts. We have different hi the definitions, ways of execution and so on. We can find out some essence of relationship marketing-to prove the competebility of organization.How can we get the competebility? We can find it from consumer whom we serve for, and find it from the relational benefits we provide for the consumer retain hi the relationship.The paper has five parts:Chapter 1 introduces the research background, research.Chapter 2 retrospectus the theory of relational benefits, reviews the basic conceptions of customer behabior, relational benefits, relationship quality and intents of relationship.Chapter 3 devises the research proceed; brings forward the research frame, research hypothesises; explains the related variables.Chapter 4 analyses the data of the investigation. In this research we verify the hypotheses by multiple linear regression, analysis of variance, factor analysis and correlation analysis.Chapter 5 analyses the results of the investigation; bring forward the conclusions of the paper; and discuss the revelation of the research; at last, we point out the deficiency and the future research orientation.