顧客關係利益代表顧客與企業維持長期往來可能獲得之利益，然而，過去研究多以西方工業社會的消費者為主，缺乏以華人消費者為對象之研究。本論文有三項主要研究目的。一者，本文以Gwinner et al. (1998)提出之信任利益、社交利益，以及特別待遇利益為基本架構，另加入Hennig -Thurau et al. (2005)所提出之認同利益，以探討顧客關係利益之行銷結果。二者，本文以中國與台灣兩地區之華人為研究對象，瞭解各項顧客關係利益在華人市場中之相對重要性。三者，運用Hofstede (1983)之「個人/集體主義」構面，本文進一步探討顧客關係利益與關係品質之關係，是否受到個別消費者集體主義特性的調節。本文之樣本資料主要取自國科會補助計畫已蒐集之實徵樣本，在台灣地區與大陸地區分別取得454與459位有效樣本，並以迴歸統計模式為主要分析方法。研究結果發現，中國和台灣地區的顧客皆重視認同利益；再者，兩岸在顧客關係利益上最大的差別在社交利益，即中國地區的顧客完全不重視社交利益；最後，不論在中國還是台灣地區，集體主義在調節顧客關係利益和顧客滿意度的關係是部分顯著的，而對顧客關係利益與顧客承諾之關係的調節效果是不存在的。

Customer relational benefits (CRB) refer to the benefits that customers obtain from maintaining long-term relationships with business. However, prior research has not examined the consequence of CRB for Chinese consumers. This thesis aims to address three research issues. First, in addition to the existing CRBs (confidence benefits, social benefits and special treatment benefits), identity benefit is included as one additional CRB to investigate the consequence of CRB. Second, this study examines the consequence of CRB in two different Chinese consumer groups (China vs. Taiwan). Thirds, this study explores whether “individualism/collectivism” moderates the relationship between CRB and relationship quality. The proposed model was tested with a secondary data set collected for a NSC project, with 454 and 459 valid subject data collected from China and Taiwan, respectively. The results show that identity and confidence benefits are the most important determinant of relationship quality. Second, the major difference found for consumers in China and Taiwan is that social benefit does not have any significant impact on relationship marketing consequence in China. Third, the data provide partial support for the moderating effect of individualism/collectivism. Finally, results were discussed for academic and management implications.

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