This study adopted the concept of customer relationship management to investigate the cause and effect among caused-related marketing, relationship selling behavior, brand image management, brand trust, brand relationship and brand value. This study used the Linear Structural Relation Model (LISREL) to test the causal relationship among caused-related marketing, relationship selling behavior, brand image management, brand trust, brand relationship, and brand value. This study posted questionnaires using quota sampling to the customers of four areas at department stores in Taiwan. Empirical results verify that there exist positive relationships with the proposed hypotheses: different caused-related, relationship selling behavior and brand image management affect diverse categories of brand value in light of different types of brand trust and brand relationship. Consequently, the managerial implications of this study can provide the appropriate strategies for department stores or service industries to develop and execute efficient customer relationship activities.