在關係行銷此項議題中，第一線接觸人員對於顧客關係的影響，是最直接，也是最具效果的；這是因為第一線的工作人員是與顧客接觸的第一道關卡，要與顧客建立良好的關係，則需透過第一線工作人員與顧客長期不斷的溝通與互動。另外，顧客與服務提供者建立關係的原因，部份是源自於建立關係後其所將帶來的利益。因此，本研究將進一步檢視關係銷售行為、關係利益與顧客滿意間之關係模式。
本研究以台灣北部及中部地區安泰人壽的保戶為樣本對象，共計發放400份問卷，最後共獲得263份橫斷面的有效樣本，有效回收率為65.75%。問卷回收後透過線性結構關係模式(LISREL)進行實證分析，驗證各變項間的因果路徑與研究假設的相符程度。結果顯示在關係銷售行為與顧客滿意方面，互動強度與顧客滿意之間呈顯著正向關係。在關係銷售行為與關係利益方面，互動強度、相互揭露與合作意願對信心利益呈顯著正向關係；互動強度、相互揭露對社會利益亦呈顯著正向關係；而互動強度與合作意願對特別待遇利益亦有顯著的正相關。在關係利益與顧客滿意方面，信心利益與社會利益對顧客滿意皆有顯著的正向影響。
At the issue of relational marketing, the people in the forefront will have the most profound effect directly on customer relationship. They are the first stop to contact with customers. To establish a good relationship with customers, it is necessary for them to communicate and interact with customers over a long period of time. Moreover, the reason of establishing the relationship between customers and service providers is partly based on the coming benefits after the relationship was built. Therefore, this research will further examine the model between relational selling behavior, relational benefits and customer satisfaction.
The research took insurants of ANTAI Life Insurance Company, Ltd, as a sam-pling. This survey has 400 questionnaires and 263 respondents of them are useful sam-ples (the effective collecting rate is 65.75 percent). This research analyzed these ques-tionnaires through LISREL analysis to verify the hypotheses that were presented in this study. The result shows that contact intensity is positively related to customer satisfaction on the relational selling behavior and customer satisfaction hand. And on the rela-tional selling behavior and relational benefits hand, the contact intensity, mutual disclo-sure and cooperative intentions are positively related to confidence benefits; the contact intensity and mutual disclosure are also positively related to social benefits; the contact intensity and cooperative intentions are positively related to special treatment benefits. On the relational benefits and customer satisfaction hand, the confidence benefits and social benefits are positively related to customer satisfaction.
