關係行銷著眼於和顧客建立、發展和維持買賣雙方的持續關
係，然現有理論對顧客情緒與關係品質二者間關係之解釋上有不
完整；因此，本研究旨在探討顧客情緒對關係品質之影響。本研
究之主要假設為顧客正向情緒與關係品質呈正相關，以340 位顧
客為問卷調查之樣本。研究結果顯示服務實體環境與顧客情緒呈
正相關，服務人員情緒表現與顧客情緒呈正相關，顧客正向情緒
會提升買賣雙方的關係品質，顧客涉入對顧客情緒與關係品質的
干擾則不顯著。研究發現顯示顧客情緒扮演激勵關係品質的重要
角色，營造出顧客正向情緒，實有助於顧客關係的管理。Given that retaining existing customers is economically more advantageous than
attracting new customers, building and maintaining longer relationship with customers
is a primary goal for most business today. This thesis focuses on verifying the relationship
between customer emotion and relationship quality. The main hypothesis is
the relationship between customer positive emotion and relationship quality would be
positive. The sample included 340 customers’ questionnaires. The results showed
that both customers’ perception of service environment and service provider’s emotion
display is positively related to customer positive emotion. The result also supports the
relationship between customer positive emotion and relationship quality is positively
related. Overall, the findings show that customer emotion plays an important role to
motivate the relationship quality between buyers and sellers.
