在一般服務背景上，雖然相當多的研究已指出關係利益會趨動顧客的正向反應，但缺乏在運動管理領域探究關係利益與關係品質之關係。本研究目的有二，首先，在球隊運動消費背景上發展關係利益量表，第二，在球隊運動消費背景上，檢視關係利益與關係品質之關係。本研究共包含兩個研究階段，兩階段之樣本資料來源皆別由北、中、南部職業棒球與籃球球隊的忠實球迷所組成。研究一，透過質性方法、探索性因素分析與信度分析，初步發展關係利益量表。關係利益包含：自我認同利益、信心利益／信任、球迷社會利益、利他或情緒利益。為了檢視量表的信效度，在研究二，以驗證性因素分析與結構方程模式，提供關係利益更多信效度的證據。結果顯示，本研究所建構的關係利益量表是簡潔與有效的衡量工具，並且關係利益能正向影響關係品質。最後，討論研究意涵、限制與未來研究建議。
Though current studies indicated relational benefits affected customer retain in services, there were luck of research to explore relationship between relational benefits and relationship quality in sports teams management. In sports teams management, the purpose of this study was preliminarilyto develop a measure of relational benefits and to examine the relationship between relational benefits and relationship quality. This study includes two stages. The respondents/participants consisted of regular customers/fans followed professional baseball teams and basketball teams. Data collected from metropolitan. In study one,qualitative procedure, exploratory factor analysis and reliability analysis was conducted. The study preliminarily developed a measure of relational benefits. Relational benefits can be categorized into four distinct types: self-identity related benefits, confidence benefits, sports fans/social benefits, and altruism/emotion related benefits. In order to examine reliability and validity, the study two was conducted. Results indicated that the measure of relational benefits was a reliable and valid measure and relational benefits was correlated with relationship quality. Finally, research implication, limitation and suggestions were discussed.
