The Study on the Antecedents of Relationship Quality and Loyalty of Urban Business Club: Landmark Club

Purpose: All business want to change from short-term orientations to a focus on building long-term relationships to attract better profits by customer retention This study aims to explore the path of the antecedents of relationship quality and loyalty for Urban Business Club: Landmark Club in Taiwan. Methods: Total of 127 members in Landmark Club was surveyed by convenience sampling. Then the data was analyzed by Path analysis. Results: The result found that (1) relationship quality affected by selling behavior and service tangibility significantly, but did not affect positively by service expertise; (2) relationship quality influenced the customer’s loyalty significantly; (3) selling behavior, service expertise, and service tangibility had positive relationship one mutually. Conclusion: the better the relationship quality could be, the better the customer’s loyalty would be. Therefore, sales in urban business club need to get touch with their members frequently and keep service tangible to upgrade the relationship quality in order to maintain customer’s loyalty. In addition, the club should plan some marketing strategies and maintain the resounding regularly to assure that the service could meet the members’ needs.