近年來，廠商在面臨競爭激烈的產業環境下，日益體認到對於舊有顧客的維持管理是當前的重點所在，廠商應思考如何讓顧客願意與之維持長期友好的關係，也正是關係行銷的目的。
本研究以S公司及其最常往來的客戶、供應商等三家公司進行個案研究，利用深度訪談法詢問相關公司高階主管及員工，探討B2B的互動中，有哪些因素會影響廠商的關係導向程度。研究發現，社交性結合和結構性結合讓S公司與其最常往來的客戶、供應商維持了將近十年的關係。環境不確定性與公司間的依賴性這兩種產業特性，是導致S公司有高關係導向的主要原因。根據個案研究結果，可以看出關係行銷為S公司創造了顧客滿意度、顧客忠誠度、經營上的財務績效等正面效益，沒有負面效益。

In recent years, many companies face extreme competition in this business. They also recognize one thing that it is very important for them to manage and maintain the existing customers. Companies should think how to make their customers satisfied, and make the customers like to keep long-term relationship with them. It is the so called “relationship marketing”.
The purpose of this study is to discuss what factors will affect the degree of relationship orientation of a company in the B2B setting. Through the case study of the S company and its major customer and supplier, we have found that social and structure bonds let the S company keep relationships with its major customer and supplier in ten years. Environmental uncertainty and dependence among companies are the two reasons that make the S company high relationship-orientated. Finally, relationship marketing brings customer satisfaction, customer loyalty, and financial performance for the S company, but no negative effect is found in this case study.

目錄
第一章 緒論 1
第一節　研究背景 1
第二節　研究問題 2
第三節　研究流程 4
第四節　研究限制 5
第二章 文獻探討 6
第一節　關係行銷 6
一、關係行銷的定義 6
二、關係行銷的執行層次 9
三、關係行銷的效果 11
第二節　關係導向 12
一、關係導向在關係行銷效果中的角色 12
二、影響關係導向的因素 15
三、關係導向的影響 18
第三節　關係績效 20
第三章 研究方法 23
第一節 個案研究法 23
第二節 深度訪談法 24
第三節 訪談對象 26
第四章 個案分析 28
訪談時間及訪談大綱…………………………………………………………………………………28
第一節 S公司簡介 30
一、基本經營概況 30
二、所在產業之分析 31
三、未來發展規劃 34
第二節 S公司的經營模式 35
第三節 S公司的客戶與供應商特性 36
一、客戶特性 36
二、供應商特性 37
第四節 S公司的關係行銷 38
一、主要客戶A公司的簡介 38
二、S公司對主要客戶A公司的關係行銷活動 39
三、主要供應商B公司的簡介 40
四、S公司與主要供應商B公司的關係行銷活動 41
五、小結 42
第五章 結論與建議 44
第一節 結論 44
第二節 建議 45
第三節 研究限制 45
參考文獻 46
中文文獻 46
英文文獻 47
附錄：訪談紀錄 55


表目錄
表 二 1　關係行銷的三個層次 10
表 二 2　關係導向的影響前因整理 16
表 二 3　關係績效的衡量方式 21
表 三 1　訪談對象 26
表 四 1　2009年4月出口前十大貨品 32
表 四 2　2009年4月進口前十大貨品 33
表 四 3　對主要國家(地區)出入超 34
表 四 4　S公司的客戶結構 37


圖目錄
圖 一 1　本研究的研究流程 4
圖 二 1　買賣雙方投資意願關係 7
圖 二 2　關係交換模式 8
圖 二 3　交易行銷與關係行銷 14

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