本文分別採用資訊服務業與金融服務業的兩家公司來驗證學者所提出的兩個關係行銷模型。首先，第一個模型主要探討關係結合方式(Relationship Bonding Tactics)(財務性結合、社會性結合以及結構性結合)對顧客滿意度、顧客信任、承諾與顧客忠誠度的影響。其次，第二個模型則探討產品屬性(Attributes)(產品相關與非產品相關屬性)、利益(Benefits)(功能性、象徵性以及經驗性利益)對顧客滿意度、顧客信任、承諾與顧客忠誠度的影響。研究結果發現，不同的產業、不同的產品，需要不同強度的關係結合方式才可以有效提昇顧客滿意度。此外，研究結果亦顯示，不同的產品屬性將帶給消費者不同的利益，而不同的利益對於消者的滿意度的提升也有不同的效果。至於關係品質方面，提昇消費者滿意度將有效提昇消費者對服務提供者的信任與承諾，進而提高消費者的重購意願與忠誠度。

This study develops and empirically tests two conceptual models. Model 1 examining the interdisciplinary between relationship bonding tactics, customer satisfaction, trust /commitment and customer behavioral loyalty in a relationship marketing system. Model 2 examining the relations among attributes, benefits, customer satisfaction, trust /commitment and customer behavioral loyalty. Based on two groups of samples from Information Services Industry and Financial Services Industry in Taiwan, the study findings suggest that products with different product attributes will benefit the most from individual types and levels of relationship investment that can be applied directly to each product. The results also showed that different products with different industries need different kinds of relationship bonding. Besides, the result showed that customer satisfaction is very important in reinforcing customers’ trust /commitment, overall quality and repurchase intentions within the relationship marketing system. Finally, the findings suggest that customers buy dissimilar products with different benefits, of which come from with different attributes, hence result in different level of customer satisfaction and behavioral consequence.

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