關係行銷（Relationship Marketing, RM）的概念起源於1960 年代北歐各國的工業或組織市場行銷，此一概念主要是希望藉由互動，與每一位顧客建立持續不斷的長期關係。在過去文獻，很少文獻研究到顧客與接待員工之間的融洽關係是由哪些因素所影響，抑或是對融洽關係加以定義。Gremler and Gwinner（2000）研究認為接待員工與顧客之間的互動以及連結關係是很重要的，它可與顧客建立持久性的關係，但我們卻常忽略這樣的互動關係。本研究延續Gremler and Gwinner（2000）融洽關係之定義，探討價值相似性、可親性與關係特定投資對融洽關係中愉悅互動與個人連結之影響，再探討融洽關中愉悅互動與個人連結對顧客滿意之影響。
本研究以南投清境某間民宿之顧客為研究對象，探討顧客與民宿主人間的融洽關係。以敘述性統計分析、信效度分析、因素分析、相關分析以及迴歸分析等研究方法做實證研究分析。
研究結果發現價值相似性對個人連結有顯著之影響效果，可親性對愉悅互動有顯著的正向影響，關係特定投資對愉悅互動與個人連結皆有正向之影響，愉悅互動以及個人連結對顧客滿意也有顯著之正向影響關係。上述之實證結果，與第貳章文獻探討的推論完全相符。而價值相似性對愉悅互動之影響關係並不顯著，原因在於若要了解對方價值觀是否與自己一致，必須相處一段時間，才能得以評估彼此的信念是否相同。可親性對個人連結之影響關係也不顯著，推測造成此結果的原因為，當顧客在購買過程中直接感受到接待員工的親切，但若缺少連結關係，購買後不足以與接待員工成為好朋友。

The concept of Relationship Marketing originated from industrial or organizational marketing of Scandinavia in 1960. The idea was to establish a long-lasting relationship with customers by interaction. The rapport between customers and service providers was seldom by studied in the literatures. According to the study of Gremler and Gwinner (2000), the interaction and connection between service providers and customers was crucial in building up a long-lasting relationship; however, the interaction was frequently neglected. The definition of rapport by Gremler and Gwinner (2000) is extended into this study. This study discusses the impact of value similarity, likability, and relationship-specific investment on enjoyable interaction and personal connection. Then, this study is conferred the impact of enjoyable interaction and personal connection on customer satisfaction.
The data collection was made from the customers of one pansion at Ching Jing of Nantou for studying the rapport between the customers and the pansion host. The descriptive statistics analysis, reliability and validity analysis, factor analysis, correlation analysis, and regression analysis are applied for empirical analysis.
The empirical results show that the impact of value similarity on enjoyable interaction is significant. The impact of likability on personal connection is also significant. The impact of relationship-specific investment on enjoyable interaction and personal connection are positively significant. The impact of enjoyable interaction and personal connection on customer satisfaction are also positively significant. The empirical results above are completely the same as the second chapter of literature review. However, the impact of value similarity on enjoyable interaction is insignificant because it takes time to know the service provider and to evaluate the service provider’s belief. The impact of likability on personal connection is also insignificant because the friendliness of the service provider is sensed throughout the process of consumption. There is no chance for the service provider to become a friend with the customers if there is a weak connection.

目錄
致謝辭…………………………………………………………………………I
中文摘要………………………………………………………………………II
英文摘要………………………………………………………………………III
目錄……………………………………………………………………………V
表目錄…………………………………………………………………………VII
圖目錄…………………………………………………………………………VIII
第壹章 緒論…………………………………………………………………1
第一節 研究動機與背景……………………………………………………1
第二節 研究目的……………………………………………………………4
第三節 研究流程……………………………………………………………5
第貳章 文獻探討……………………………………………………………7
第一節 關係行銷中融洽關係定義及影響因素……………………………7
第二節 價值相似性與融洽關係…………………………………………13
第三節 可親性與融洽關係………………………………………………15
第四節 關係特定投資與融洽關係………………………………………17
第五節 融洽關係與顧客滿意……………………………………………19
第參章 研究方法……………………………………………………………21
第一節 研究架構……………………………………………………………21
第二節 變數之操作定義及其衡量…………………………………………22
第三節 研究問卷……………………………………………………………28
第四節 資料分析方法………………………………………………………31
第肆章 資料分析與實證結果………………………………………………33
第一節 敘述性統計分析結果………………………………………………33
第二節 信度與效度分析結果………………………………………………35
第三節 因素分析結果………………………………………………………37
第四節 相關分析結果………………………………………………………40
第五節 迴歸分析結果………………………………………………………42
第伍章 結論與建議…………………………………………………………46
第一節 結論與討論…………………………………………………………46
第二節 研究貢獻……………………………………………………………51
第三節 研究限制與後續研究建議…………………………………………53
參考文獻………………………………………………………………………55
附錄一 本研究之預式問卷…………………………………………………62
附錄二 本研究之正式問卷…………………………………………………64
表目錄
表3-1 價值相似性量表………………………………………………………23
表3-2 可親性量表……………………………………………………………24
表3-3 關係特定投資量表……………………………………………………25
表3-4 融洽關係量表…………………………………………………………26
表3-5 顧客滿意量表…………………………………………………………27
表4-1 受測顧客各項基本資料分布及百分比………………………………34
表4-2 正式問卷信度分析表…………………………………………………35
表4-3 KMO 與Bartlett 檢定………………………………………………38
表4-4 本研究前因變數之因素分析萃取構面表……………………………38
表4-5 本研究中介變數之因素分析萃取構面表……………………………39
表4-6 本研究後果變數之因素分析萃取構面表……………………………39
表4-7 相關分析表……………………………………………………………41
表4-8 融洽關係影響因素之迴歸分析結果…………………………………42
表4-9 顧客滿意影響因素之迴歸分析結果…………………………………43
表5-1 研究假說驗證結果……………………………………………………46
圖目錄
圖1-1 研究流程圖……………………………………………………………6
圖3-1 研究架構圖……………………………………………………………21

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