關係行銷其目的即是欲維持、發展、建立買賣雙方的利益交換關係。過去研究中已指出企業可透過三種不同的關係鍊結策略，以達到提升消費者關係承諾之目的。然而相關的實證研究較為缺乏，同時鍊結與承諾間缺少更細緻的研究。因此本研究之重點在探討當企業實施不同型式的鍊結（財務性鍊結、社會性鍊結與結構性鍊結），將會對顧客所知覺的承諾中那一構面（規範性承諾、情感性承諾、延續性承諾）造成正向的影響。
此外本研究在服務產業中選取兩個客製化程度相差甚大之產業進行研究，分別為美髮業（高客製化）與加油站（低客製化），欲探討客製化程度之因素，是否會造成關係鍊結與關係承諾兩者關係的調節效果。且承諾為顧客心理的一種反應，而本研究也將進行瞭解顧客的人格特質（關係傾向），是否會造成關係鍊結與關係承諾兩者間關係的調節。本研究共回收291份問卷，扣除71份無效問卷後，獲得有效問卷共220份。將問卷所得之資料以敍述性統計、SEM路徑分析、1-Way MANCOVA和迴歸分析分別驗證本研究理論架構所提出之假說。研究結果發現：
1.消費者難以區分企業所提供之社會性鍊結與結構性鍊結之差異。因此在本研究中，將此二鍊結合併為一概念，並命名為「核心性鍊結」。
2．財務性鍊結對顧客之規範性承諾與延續性承諾有正向影響效果。
3.核心性鍊結對顧客所有構面之承諾皆有正向影響效果。
4．產業客製化程度的不同，將造成關係鍊結與關係承諾關係的變化。
5．消費者關係傾向愈高，對承諾之形成愈有幫助。

Relationship marking, which focuses on ways to build, develop, and maintain successful relational exchanges, is an important way to sustain loyal customer. Previous studies that note the types of bonds that enhance commitment suggest that customer commitment can be built through the application of financial, social, and structural bonds. Although empirical research that focuses on the application of relational bonds in a virtual environment is relatively sparse. The purpose of this study is to explore that different bonds(financial bonds, social bonds, and structural bonds) can enhance what kinds of consumer commitment(continuance commitment, affective commitment, and normative commitment). This study also attempt to explain the relationships between types of bonds and consumer commitment in different degree of customization and consumer relationship proneness.
This study takes the consumer who in hair beauty and gas station for example. A total of 291 questionnaires were recovered, and after deducting the 71 invalid responses, the effective questionnaire sample contains 220 copies. The data gleaned from the questionnaire was subjected to descriptive statistical analysis, SEM, 1-Way MANCOVA and regression analysis in order to prove the hypothesis proposed in the theoretical structure of this research.The findings of this study are fivefold.
1.Almost all respondents confused social bonds with structural bonds. In this study, we combine social bonds with structural bonds, and named it core bonds.
2.The results suggest that financial bonds have positive impacts on normative commitment and continuance commitment.
3.The results suggest that core bonds have positive impacts on normative commitment, continuance commitment and affective commitment.
4.The different degree of customization influences relationship between bonds and commitment.
5.The people who has high relationship proneness will have high commitment.

第一章 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 研究流程與論文架構.. 4
第二章 文獻探討............5
第一節 關係行銷............5
一、 關係行銷的意義........5
二、 關係行銷之利益........7
三、 小結 ..................9
第二節 關係鍊結...........10
一、 關係行銷與關係鍊結的關係....... 10
二、 關係鍊結的定義..................12
三、 關係鍊結的分類..................12
四、 小結 ............................16
第三節 關係承諾......................17
一、 關係承諾之定義..................17
二、 關係承諾之分類..................18
三、 關係承諾之重要性................20
第四節 產業客製化程度................22
一、 客製化之源起與重要性............22
二、 客製化的定義....................22
第五節 顧客關係傾向..................25
第三章 研究方法......................26
第一節 研究架構......................26
第二節 研究假設......................27
第三節 變數的定義與衡量..............32
一、 關係鍊結方式....................32
二、 顧客關係傾向....................34
三、 關係承諾........................34
四、 客製化..........................36
第四節 問卷信度效度分析..............38
第五節 資料收集與樣本................44
第六節 研究分析方法..................45
一、 描述性統計分析..................45
二、 獨立樣本t檢定 ...................45
三、 信度分析........................45
四、 因素分析........................45
五、 SEM適配量測.....................46
六、 單因子多變量共變數分析..........46
第四章 資料分析與研究結果............47
第一節 樣本基本資料分析..............47
一、 抽樣方式之比較..................47
二、 消費行為習慣與態度..............48
三、 人口統計變數....................50
四、 研究產業之合適性的評估..........51
第二節 信度分析與因素分析............52
一、 效度分析........................52
二、 信度分析........................53
三、 因素分析........................55
第三節 關係傾向之調節效果............59
第四節 線性結構模式分析與研究假設檢定....62
一、 結構模式檢驗........................62
二、 線性結構分析結果彙整................65
第五節 客製化程度之調節效果..............67
一、 產業客製化程度......................67
二、 客製化程度調節效果驗證..............67
三、 斜率項大小之檢定....................68
四、 客製化調節效果彙整..................71
五、 不同客製化產業下鍊結效果之比較分析....72
第五章 研究討論與建議....................76
第一節 研究討論............................76
一、 研究假設之驗證........................76
二、 社會性鍊結與結構性鍊結之關連性........77
三、 關係鍊結與關係承諾影響效果............78
四、 三種承諾之間的關係....................79
五、 關係傾向對關係承諾影響效果............80
六、 客製化的調節效果......................80
第二節 管理意涵............................82
第三節 研究限制與未來建議..................84
一、 研究限制..............................84
二、 未來研究方向..........................84
參考文獻...................................86
一、中文文獻...............................86
二、英文文獻...............................87
附錄.......................................94
A問卷（美髮業）............................94
B問卷（加油站）............................99

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