花蓮高爾夫球場是一座具有百年歷史的球場，但因位處東部、交通不便，相較於其他球場經營上有其先天之困難，又因花蓮高爾夫球場所有權屬花蓮縣政府，目前為高市公司承租經營權，其中擊球費價格及部分營運管理會受到花蓮縣政府的制約，所以經營管理上面臨更多的挑戰。因此，花蓮球場想要在競爭激烈的高爾夫產業中持續營利成長，就必須設法與顧客維持良好關係、增進球友愉快舒適的擊球體驗，以建立球場正面形象，爭取球友認同並增加球友重覆造訪的吸引力，這是花蓮球場追求永續經營最重要的課題。
本研究以問卷的方式收集資料，以曾經來過花蓮高爾夫球場打過球的顧客為研究對象，共回收310份有效問卷。實證分析的結果如下：1.了解顧客需求對關係品質及識別吸引力有顯著正向關係。2.服務接觸對關係品質及識別吸引力皆有顯著的正向關係。3.識別吸引力對品牌認同有顯著正向關係。4.關係品質對品牌認同沒有顯著的正向關係。5.關係品質及品牌認同對顧客忠誠度有顯著正向關係。6.關係品質及品牌認同對顧客公民行為均不具顯著的正向關係。7.顧客忠誠度對顧客公民行為有顯著的正向關係。本研究根據以上實證結果提出理論與管理的意涵，並提出研究的限制。

The Hualien Golf Course has been firmly standing for over a hundred years; however, due to its remote location, i.e. eastern Taiwan, hence inconvenient transportation, there are certain innate, if not exclusive, difficulties than other golf courses in terms of business operation. Furthermore, there are more challenges encountered by not only the operation in question, but also its management since the ownership of the Course belongs to Hualien County Government whereas the management right is currently leased to Gao Shih Golf Co., Ltd. hence the golf course rates and part of the operative management are inevitably limited by the County Government. In light of the abovementioned situation, in order for the Hualien Golf Course to make continuous profits as well as growth from this extremely competitive golf industry, it has to try to keep a good relationship with its customers, to provide them with both pleasant and comfortable experience, to give the golf course a positive image, to strive for recognition as well as positive feedback from the customers, and to increase its attractiveness so that its customers would love to return, all of which are crucial matters as far as the objective of sustainable operation and development is concerned.
This study adopted the questionnaire survey method. In short, 310 valid questionnaires were collected from customers, who had played golf at Hualien Golf Course. The empirical analysis results are: 1. The positive correlations that understanding the needs of customers shares with relationship quality and identity attractiveness are both significant. 2. The positive correlations that service encounter shares with relationship quality and identity attractiveness are both significant. 3. The positive correlation that identity attractiveness shares with brand identity is significant. 4. The positive correlation relationship quality shares with brand identity is not significant. 5. The positive correlation that both relationship quality and brand identity share with customer loyalty is significant. 6. The positive correlation that both relationship quality and brand identity share with customer citizenship behavior is not significant. 7. The positive correlation that customer loyalty shares with customer citizenship behavior is significant. Last but not least, based upon the abovementioned results, this study offered not only pertinent theories as well as the meaning of management, but also research limitations.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究流程 6
第二章 文獻探討 9
第一節 顧客關係管理 9
第二節 關係品質 17
第三節 識別吸引力 23
第四節 品牌認同 26
第五節 顧客忠誠度 30
第六節 顧客公民行為 36
第三章 研究方法 41
第一節 研究架構 41
第二節 研究假設 42
第三節 研究變數之操作化定義與衡量 51
第四章 實證分析 71
第一節 問卷概況 71
第二節 信度與效度分析 81
第三節 實證分析 95
第四節 小結 100
第五章 結論與建議 105
第一節 研究結論 105
第二節 管理意涵與研究貢獻 110
第三節 研究限制 113
第四節 未來後續研究方向與建議 114
附 錄 130
附錄一 全台高爾夫球場名冊 130
附錄二 2018年我國主(承)辦國際高爾夫運動賽會明細表 135
附錄三 正式問卷 137

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