This study structurally investigates, from the customer's perspective, the process through which customers' perceptions of a firm's relational efforts influence their behavioral intentions. More specifically, it examines the relationships among customers' perceptions of a firm's relational efforts, customers' perceived relational benefits, relationship commitment, and behavioral intentions. To this end, a structural model composed of these constructs is proposed. Data were collected from 200 respondents at department stores in Seoul, and 193 valid questionnaires were analyzed using AMOS 4.0. The results of this study are summarized as follows. First, the examination of the effect of perceived relational efforts on customers' perceived relational benefits revealed that perceived relational efforts had a positive (+) effect on both customers' perceived socio-psychological benefits and perceived economic benefits. Second, the examination of the effect of perceived economic benefits on perceived socio-psychological benefits revealed that perceived economic benefits had a positive (+) effect on perceived socio-psychological benefits. Third, the examination of the effect of customers' perceived relational benefits on relationship commitment revealed that both perceived socio-psychological benefits and economic benefits had a positive (+) effect on relationship commitment. Fourth, the examination of the relative influence of perceived socio-psychological benefits and perceived economic benefits on relationship commitment revealed that the influence of perceived socio-psychological benefits was stronger. Fifth, the examination of the relationship between relationship commitment and behavioral intentions revealed that relationship commitment had a positive (+) effect on behavioral intentions. Sixth, the effect of perceived relational efforts on customers' relationship commitment was found to be mediated by customers' perceived relational benefits. Finally, the effect of perceived relational benefits on customers' behavioral intentions was found to be mediated by relationship commitment. The conclusion of this study discusses a summary of the research, contributions, and limitations, and offers several suggestions for future research.