近年來，在產品趨向同質化，服務業市場趨於飽和的情況下，導致消費者的轉換行為變得習以為常，遂造成企業主面臨吸引新顧客的成本上升與舊客戶嚴重流失的雙重問題。但不論就成本面或效益面而言，維繫舊有顧客才是企業達成短期經濟目標與長期發展的關鍵。然而，在高接觸的服務產業中，服務提供者與顧客間的密切互動，時常是企業維持並增進顧客忠誠度與未來使用意願的關鍵因素。
本研究以高接觸的服務產業為研究背景，擬探討顧客友誼與顧客順從的前因(即服務提供者之專業、社交與客製化能力)，及其對服務結果之影響，並探索顧客之人際傾向，對關係建立與維持的影響。期能發展出一個較為完整的模型，以提供高接觸服務產業執行顧客關係管理的參考。

Given the understanding that customer retention is economically more advantageous than constantly seeking new customers, the building and maintenance of long-term customer relationships is central to improved business performance. In high contact service industries where the service is inseparable from the service employee providing it, the interaction between customers and service providers offers a potential means by which a firm can achieve true customer loyalty and high future use intention.
This study develops and tests a model to explore antecedents (service provider’s expertise, social skills and customer orientation) and consequences (satisfaction and future use intention) of customer compliance and friendship in high contact service industries. Results support most hypotheses. Implications for high contact services industries and limitation/future research are then discussed.

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2. 周文賢 (2001)，『多變量統計分析-SAS/STAT之應用』，智勝文化
3. 張紹勳 (2001)，『研究方法』，滄海書局
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