關係行銷之概念於服務業中逐漸受重視到重視後，企業便開始推動能夠維持並提昇顧客關係之策略。而如何與顧客建立長期關係，鞏固企業競爭優勢，創造一個雙贏的局面，為企業著眼之重點。本研究主要目的在於：1.檢視關係銷售行為與顧客自發行為之關係形式。2.以關係品質中介變項，檢視關係銷售行為與顧客自發行為之關係形式。
本研究透過南山人壽及ING安泰人壽之壽險專員以紙本及電子檔問卷，經由信件郵寄及E-mail方式發放給曾經購買保險之消費者填答，並以台灣北部及中部地區為研究範圍，進行便利抽樣調查；共計發出310份問卷，回收 260 份，扣除無效問卷 19 份，有效問卷為 241 份，有效回收率 83.87 %。
本研究進行資料分析後，研究結果顯示：1.互動強度與關係品質、參與行為呈現正向關係；與忠誠行為、合作行為沒有正向關係。而互動強度透過關係品質的中介效果，使參與行為呈現顯著正向關係。2.相互揭露與關係品質呈現正向關係；與忠誠行為、合作行為、參與行為沒有正向關係。3.合作意願與關係品質、忠誠行為呈現正向關係；與合作行為、參與行為沒有正向關係。而合作意願透過關係品質的中介效果，使忠誠行為呈現顯著正向關係。
After the concept of the relationship marketing has been highly regarded, the enterprises start to apply the strategy which is related to maintain and improve the relation with the customers. How to establish a long-term relation, to consolidate the competitive advantages and to create a win-win situation become the most important concerned points for the enterprises. The main purposes for this research are 1. To observe the interaction between the relationship selling behavior and the customer voluntary performance. 2. To observe the interaction between the relationship selling behavior and the customer voluntary while the relationship quality is the variable.
In this research 310 pieces of questionnaires are dispatched via the random sampling for investigating the clients who have expended on insurance from the insurance sales; returned 260 pieces, after deducted from the invalid 19 pieces, the total of the practicable paper is 241 pieces, the valid retrieved rate is 83.87%.
This research analyzed the data with the software SPSS and LISREL. The results indicate: 1. the interaction intensity, relationship quality and participation behavior appear as the direct proportion; yet with neither the loyalty behavior nor cooperative behavior. However, the interaction intensity shows the direct proportion with the participation behavior through the mediatory effect of the relationship quality. 2. the mutual disclosure and the relation also lead to the direct proportion; yet with neither the loyalty behavior, cooperative behavior nor participation behavior. 3. The cooperative intentions and relationship quality or loyalty behavior appear as the direct proportion; yet with neither the cooperative behavior nor participation behavior. However, the cooperative intentions show the direct proportion with the loyalty behavior through the mediatory effect of the relation quality.
