This study investigate the effect of relationship quality(RQ) on customer loyalty(RL) in Taiwanese motorsport Industry. The relationship quality includes commitment, trust, and satisfaction and customer loyalty is from the perspectives of behavior and attitude loyalty. We also see involvement(purpose of consumption) as a contingent variable to discuss the relationship between RQ, involvement, and RL. The result from 140 questionnaires is: (1) Commitment, trust, and satisfaction have a positive effect significantly on customer loyalty. (2) Involvement has a positive effect signifyantly on customer loyalty. (3) Involvement × commitment, trust, and satisfaction have a positive effect significantly on customer loyalty.
