企業與顧客建立長期關係是企業永續經營關鍵因素之一，在21世紀為顧客導向的世紀，企業如何提升競爭優勢並以長期經營的角度，維持營運與獲利是企業很重要的課題。
從文獻內容探討結果，顧客對品牌產生信任將有助於品牌依附，也會維持良好的關係。本研究探討殯葬產業，主要是在產品分類中殯葬產業屬特殊性之消費，顧客如何在很長的消費週期後，還能決定對該殯葬品牌有購買行為，而本研究透過殯葬服務產業之Ｇ公司為例，去探討關係連結中的三種連結（包含財務性連結、社會性連結、結構性連結），是否會增加顧客品牌依附的程度，為此次研究方向。
本研究採結構式問卷為資料收集工具，主要受訪對象是Ｇ公司服務過之顧客族群，透過實際問卷發放，有效問卷共收集223份作為研究樣本。本研究使用SPSS 22.0進行樣本統計分析，實證結果說明在排除控制變數公眾自我意識條件下，關係連結對品牌依附是顯著的正相關。而本研究結果也提供企業與未來研究者管理意涵與建議作參考。
It is one of the key factors for sustainable business operation to establish long-term relationships between companies and customers. The 21st century is a customer-oriented century. It is a very important issue for companies to improve the competitive advantage of a company and maintain operations and profits from the perspective of long-term operation.
Explore results from the content of the literature, it is found that the trust of customers in the brand will help brand attachment and maintain a good relationship. This study explored the funeral industry, which belongs to a special type of consumption in product classification. The study explored how customers decided to buy the funeral brand after the long consumption cycle. This study used the company G of the funeral service industry as an example to explore whether the three types of bonds in the relationship (including financial bonds, social bonds, and structure bonds), would increase the degree of customer brand attachment, and which is the research direction of this study.
In this study, a structured questionnaire was used as a data collection tool, and the re-spondents were mainly customers served by G Company. 223 valid questionnaires were collected as research samples. SPSS 22.0 was used for sample statistical analysis. The empirical results show that when the public self-consciousness (control variable) is ex-cluded, the Relationship bonds has a significant positive correlation with brand attach-ment. It is hoped that the results of this study can provide a reference for enterprises and future researchers.
