行銷重點正逐漸轉移，企業除了吸收新顧客之外，更重要的是積極保有目前的顧客，而如何保有顧客並使顧客忠誠是現今企業關係行銷的主要目標。另外，顧客所注重的利益不只是實質上的經濟利益，還包括了心中情感的部份，並進而影響到顧客的忠誠度。
本研究以消費者的觀點，探討顧客的知覺以及行為意向，並將顧客分為三群（固有型、不滿意轉換型、滿意轉換型），以銀行業為調查對象。主要研究結果如下：
1. 此三群顧客面對公司提供關係行銷結合策略（財務性、社會性、結構性結合），對顧客所知覺的利益（功利性利益及快樂性利益）與忠誠度之影響效果有明顯差異。表示顧客類型具有干擾效果。
2. 對於固有型顧客而言，各種關係結合策略對顧客利益皆有提升的作用，並進而增強顧客的忠誠度。
3. 對不滿意轉換型顧客而言，提供結構性結合是最能夠影響此群顧客的功利性利益之關係結合策略。另外，不滿意轉換型顧客認知到功利性利益之後，會進而增強顧客之忠誠度。
4. 對滿意轉換型顧客而言，社會性結合能使顧客感受到快樂性利益；結構性結合能使顧客功利性利益獲得滿足，所知覺到的利益會進一步增強顧客的忠誠度。

As competition increases, one of the most important business tenets is to manage the customer relationship. Relationship marketing, which focuses on how to build, develop and maintain successful relational exchanges, has therefore emerged over recent years as an important topic in both academic and practical discourse.
This research attempts to identify the relationship among relational bonds, customer benefits, and customer loyalty in three different groups of customers (stayers, dissatisfied switchers, and satisfied switchers) in the banking industry. The findings of this research are as fourfold. First, The relationship among relational bonds, customer benefits, and customer loyalty are significantly different under the groups of stayers, dissatisfied switchers, and satisfied switchers. Second, for the first group of stayers, three types of financial, social and structural bonds are helpful to improve customer utilitarian and hedonic benefits, which will lead to enhancing customers’ loyalty. Third, for the second group of dissatisfied switchers, only structural bonds are helpful to improve customer utilitarian benefits. Furthermore, this utilitarian benefits are also helpful to improve customers’ loyalty. Finally, for the last group of satisfied switchers, only social bonds are helpful to enhance hedonic benefits and only structural bonds are helpful to enhance utilitarian benefits, however, these two types of benefits can both improve customers’ loyalty.

第一章 緒論…………………………………………1
第一節 研究動機……………………………………1
第二節 研究目的……………………………………4
第三節 研究範圍……………………………………5
第四節 研究步驟……………………………………6
第二章 文獻探討……………………………………8
第一節 關係行銷結合策略…………………………8
第二節 顧客利益……………………………………11
第三節 顧客忠誠度…………………………………14
第四節 固有型與轉換型……………………………16
第三章 研究方法……………………………………18
第一節 研究架構……………………………………18
第二節 研究變數……………………………………19
第三節 研究假設……………………………………25
第四節 研究對象與研究過程………………………31
第五節 資料分析方法………………………………32
第四章 研究結果……………………………………33
第一節 樣本基本資料分析…………………………………33
第二節 敘述性統計分析……………………………………35
第三節 問卷之信度與效度分析……………………………36
第四節 研究假設之驗證……………………………………40
第五節 分析結果彙整………………………………………49
第五章 結論與建議…………………………………50
第一節 研究結論……………………………………………50
第二節 研究貢獻……………………………………………53
第三節 研究限制……………………………………………55
第四節 後續研究之建議……………………………………56
參考文獻……………………………………………………………57
附錄：研究問卷……………………………………………………63

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