本研究主要探討顧客關係、顧客滿意度與顧客忠誠度之間的相互關係，以台南市永華國民運動中心的顧客為研究問卷調查對象，本研究以隨機抽樣方式，共回收有效問卷有434份，並以SPSS統計軟體作為研究統計分析工具，進行信度分析、因素分析，敘述性統計分析，皮爾森相關分析與迴歸分析，最後得到以下結論：
1. 顧客互動對顧客滿意度有正向顯著影響。
2. 附加價值對顧客滿意度有正向顯著影響。
3. 顧客描繪對顧客滿意度有正向顯著影響。
4. 顧客互動對再購意願有正向顯著影響。
5. 附加價值對再購意願有正向顯著影響。
6. 顧客描繪對再購意願有正向顯著影響。
7. 顧客互動對交叉購買有正向顯著影響。
8. 附加價值對交叉購買有正向顯著影響。
9. 顧客描繪對交叉購買有正向顯著影響。
10. 顧客滿意度對再購意願有正向顯著影響。
11. 顧客滿意度對交叉購買有正向顯著影響。
12. 顧客滿意度對顧客互動與再購意願之間，有中介效果。
13. 顧客滿意度對附加價值與再購意願之間，有中介效果。
14. 顧客滿意度對顧客描繪與再購意願之間，有中介效果。
15. 顧客滿意度對顧客互動與交叉購買之間，有中介效果。
16. 顧客滿意度對附加價值與交叉購買之間，有中介效果。
17. 顧客滿意度對顧客描繪與交叉購買之間，有中介效果。

The purpose of this paper is to explore the relationships among customer relationship, customer satisfaction and customer loyalty in Tainan Yonghua Sports Center of the sport industry. I adopt purposive sampling to obtain questionnaire data. There are total of 434 valid questionnaires that I collected. The findings suggest that : (1) Customer relationship (customer interaction, value added and customer profiling) has a. significant positive impact on customer satisfaction; (2) Customer relationship (customer interaction, value added and customer profiling) has a. significant positive impact on customer loyalty (repurchasing intention and cross buying); (3) Customer satisfaction has a significant positive impact on customer loyalty (repurchasing. intention and cross buying); (4) Customer satisfaction has a mediating effect between customer relationship and customer. loyalty.

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