本研究為了解關係行銷在保險業中的運作情況，以關係行銷之中心─信任機制為主題，探討影響投保人對保險業務員信任之原因、信任的形態、以及信任後對其他行為之影響，以補足關係行銷在探討消費者與業務員間買方市場關係的理論之不足；另一方面也提供保險公司經由信任之因果關係，以了解投保人對投資信任的期望，發展未來保險行銷努力之方向。
研究中，主要追隨Zucker（1986）的想法，將影響信任之因素劃分為過程為本、特質為本、以及制度為本，並加上中國社會中特有之關係網路以作為影響因素之探討。另外跟隨Daniel （1995）的研究結構，將信任區分為認知基礎的信任與情感基礎的信任，同時也探討信任之後的監視行為以及滿意度。
本研究以LISREL的統計方法驗證因素間的因果關係，並結論
（1） 信任可以移轉。
（2） 制度信任之建立。
（3） 關係網路對監視行為的影響。
（4） 監視行為與滿意度的因果關係。

第一章 緒論1
第一節台灣保險發展史1
第二節研究動機5
第三節研究目的7
第二章 文獻回顧8
第一節 關係行銷8
第二節 信任的定義與功能13
第三節 信任產生的背景與原因17
第四節 信任形成的分類20
第五節 信任後的行為21
第三章 研究架構與研究假設22
第一節研究架構22
第二節研究架構的理論基礎25
第三節 研究假設29
第四節 研究流程35
第四章 研究方法36
第一節抽樣方法36
第二節觀察變項與問卷設計37
第三節 抽樣結果與樣本結構42
第四節 研究方法45
第五章 研究結果50
第一節 初步模型的驗證分析50
第二節 修正理論架構55
第三節 新模型的驗證分析57
第四節 假設檢定與討論62
第六章 結論與建議69
第一節 研究發現69
第二節 保險行銷上的意義72
第三節 研究貢獻76
第四節 研究限制與後續研究建議77
參考文獻79
附錄84

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