摘 要
百貨公司屬於高度人際接觸的服務產業，產品及服務的傳遞必須透過第一線的服務人員來與顧客接觸，在與顧客的互動過程中，服務人員可以將產品及服務的專業知識傳遞給顧客，也可以在與顧客人際互動的過程中，發掘顧客之需求，提供適當的服務，並進一步與顧客建立長久的友誼關係，讓顧客能持續惠顧。所以服務人員的表現在顧客關係建立與維繫上，扮演著相當重要的角色。
在關係行銷與購買意願的研究上，過去的研究多半以關係品質為中介因素，去探討關係行銷與購買意願之影響關係，或是研究關係行銷對於關係利益、滿意度及忠誠度之相互關係。本研究由顧客觀點出發，以百貨公司會員為調查對象，採用問卷調查之方式，探討第一線服務人員的表現對於顧客關係利益之影響，進一步了解人員的表現與顧客購買意願間的相互關係，並透過實證達成以下目的：（1）探討銷售人員之專業知識是否能有效影響顧客知覺到的關係利益；（2）探討服務人員與顧客間的人際溝通是否能有效影響顧客知覺到的關係利益；（3）探討顧客知覺到的關係利益是否能有效影響其購買意願；（4）探討關係利益對於人際溝通、專業知識與購買意願之間，是否具有中介效果。
本研究以結構方程模式SEM作為驗證研究架構之工具，研究結果歸納四項結論：（1）銷售人員專業知識對於信心利益與社會利益有正向的影響效果；（2）服務人員與顧客間的人際溝通對於信心利益、社會利益與特殊待遇利益有正向的影響效果；（3）信心利益與社會利益對於購買意願有正向的影響效果；（4）信心利益與社會利益在人際溝通、專業知識與購買意願之間具有中介效果。研究結果希望能提供業者發展合適的顧客關係策略，促使企業有更好的發展。

Abstract
Department Stores are highly interpersonal communicated in the service industry. Products and services should be delivered through the service employees. In the process of interaction with customers , service employees could deliver the expertise of products and services , discover what is customers need , offer them appropriate services and then build the long term relationship with them. So service employees play very important roles in building long term relationship with customers.

In reviewing literatures about relationship marketing and purchase intension, previous researches use「relationship quality」as the mediator mostly to discuss the relationship between relationship marketing and purchase intension, or
In the surveys of this study, this research study wants to find how service employees expressions affecting the customers perceived relationship benefits and reach the purposes as below:
1.Discussing the salespersons’ expertise could positive affect the customers perceived relationship benefits.
2.Discussing the interpersonal communication between service sales and customers could positive affect purchase intension.
3.Discussing the customers perceived relationship benefits could positive affect purchase intension.
4.Discussing if relationship benefits play as the mediator between interpersonal communication 、salespersons’ expertise and purchase intension.
Structural Equation Modeling is used in this research. The followings are four points of conclusions：
1.Salesperson’s expertise positive affect the confidence benefit and social benefit.
2.Interpersonal communication between service employees and customers positive affect confidence benefit、social benefit and special treatment benefit.
3.Confidence benefit and social benefit positive affect customer’s purchasing intension.
4.Confidence benefit、social benefit are mediators between interpersonal communication、salespersons expertise and customers purchasing intension.
The conclusions of this research could offer department stores to develop appropriate customer relationship strategies and have great improvement in their business.

中文摘要 I
英文摘要 II
目 錄 IV
表 次 VI
圖 次 VII
第壹章　緒論 1
第一節　研究背景與動機 1
　 第二節　研究目的 3
　 第三節　研究流程 4
第貳章　文獻探討 6
　 第一節　關係行銷 6
　 第二節　關係投資 13
第三節 顧客觀點之關係利益 21
第四節 購買意願 27

第參章　研究方法 28
　 第一節　研究架構 28
　 第二節　研究假設 30
　 第三節　研究變數定義與衡量 33
　 第四節　問卷設計 38
　 第五節　資料分析方法 40
第六節　抽樣方式 44
第肆章　資料分析 45
　 第一節　樣本資料敘述統計分析 45
　 第二節　信效度分析 48
第三節　假說檢定 55
　 第四節　中介效果檢定 62
第伍章　結論與建議 65
　 第一節　研究結論 65
　 第二節　管理意涵 68
第三節 研究限制與未來研究方向 70
參考文獻 71
附錄 正式問卷 76

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