本研究目的是要探討關係連結(Relation Bonds)對顧客忠誠度(Customer Loyalty)之影響與關聯性，並以信用卡顧客為調查對象，經由研究文獻之引用及推論，發現兩者間的關聯性值得進一步釐清與探究。
關係連結已為銀行業對顧客關係管理策略的核心，研究發現透過關係連結行銷可創造顧客高知覺價值與貢獻，進而提升顧客忠誠度及建立穩固的企業獲利契機與競爭優勢。本研究採用結構式問卷調查法與便利性之抽樣，以前15大銀行之信用卡顧客調查對象，透過網路問卷調查蒐集資料，共計回收問卷229份，刪除無效問卷27份，實際調查有效樣本為202份。本研究採用信度分析、相關性分析與階層迴歸分析等方法來驗證研究假設，研究結果發現，關係連結對顧客忠誠度具顯著正向影響，品牌形象及知覺價值則對顧客忠誠度具有正向相關與影響。因此，本研究建議企業應善用關係連結策略，深入瞭解消費者需求與行為，強化品牌形象的耕耘與認同，輔以客製化與貼心服務，以創造高顧客價值與利益，將能提高顧客忠誠度及關係。最後，根據研究結果，提出實務管理上之意涵與未來研究建議。
This study proposed to examine the effect and correlation of relationship bonds on the customer loyalty. The survey audience was targeted on credit card customers. Ac-cording to the foundation from empirically studies and inference of related literatures and theories, the finding for the correlation between this two variables shall be deserved to further clarify and investigate.
Consider to the relationship bonds becomes a core strategy for banking customer relationships management. Most researches show that relationship bonds and marketing could create highly customer perceived value and contribution, thereby to build enterprise’s solid profitable opportunity and competitive advantage. This research surveyed the credit card customers of Top 15 banks, and conducted by structural questionnaire survey with conveniently sampling research mechanism. This study collected total 229 questionnaires from online responded, after deducting the 27 invalid responses, the valid questionnaire sample contains 222 responses. This study conducted the reliability analysis, correlation analysis and hierarchical regression analysis to verify the hypothesis. This study show that the relationship bonds have significant positive effect on customer loyalty, and both of brand image and perceived value have positive effect on customer loyalty as well. Therefore, the enterprise should effectively conduct the integrated relationship bonds and marketing strategy with definite and profound understanding for consumer insight and behavior, and strengthen corporate brand image and consumers' recognition , simultaneously provide customized and personalized service to create high customer value and benefits, will be able to enhance the customer loyalty and relationships. Finally, this study also provides some recommendations on further research and practical management bases on this study observation in accordingly.
