近年來，行銷學者認為，行銷不再只是著重於短期交易及尋追求新顧客，應關注於建立長期的客我關係與深耕既有顧客，因為維持舊有顧客所花費的成本，比開發一個新顧客所需的努力更省，而關係行銷正是與顧客建立穩固且長期的交易關係，財務性、社會性和結構性等關係連結，使彼此的互動變得更緊密，而顧客信任及滿意度是建立長期友善關係的重要基礎。因此關係連結、顧客信任與滿意度之間的關係，逐漸受到重視。
本研究以關係連結為自變數、顧客信任為依變數及顧客滿意度為中介變數，採問卷調查法，透過針對國內接受銀行服務的顧客進行問卷調查，以隨機抽樣方式取得有效樣本計279份，探討各變數間的影響關係。本研究結果顯示：(1)關係連結對顧客信任呈顯著正向影響；(2)關係連結對顧客滿意度呈顯著正向影響；(3)顧客滿意度在關係連結對顧客信任影響關係中，具有中介效果。
最後，歸納本研究的結論與理論、實務意涵的分析，並對研究限制與未來的研究建議予以探討。
In recent years, marketing scholars believe that marketing is no longer just focuses on the pursuit of short-term trading and seek new customers, should focus on building long-term customer relationships with roots in both my customers because the cost of maintaining old customers spend more than the development of a new customers effort required more provinces, and relationship marketing to build relationships with custom-ers is a solid, long-term link trading relationship, financial, social and structural, so that becomes more closely interact with each other, and the customer trust and satisfaction is an important basis for establishing long-term and friendly relationship. Thus the rela-tionship between the link, the relationship bonds between customer trust and satisfac-tion, and increasing attention.
In this study, the relationship bonds between the independent variables linked to customer trust and customer satisfaction as the dependent variable intervening variables, questionnaire survey, conducted through a questionnaire survey to receive banking ser-vices for domestic customers, in order to obtain a valid random sample of 279 dollars, Discussion investigate the effect of the relationship between the various variables. The results of this study shows that：(1) the relationship bonds between customer trust was linked to a significant positive effect; (2) the relationship bonds between the link was a significant positive effect on customer satisfaction; (3) customer satisfaction in a rela-tionship bonds link affect the relationship of trust, and a mediator.
