以往對於關係行銷的研究偏重在信任與承諾等關係品質以及個人行為面的探討，對於環境與組織文化面的探討較少，另一方面，以往研究對象大多集中在服務業，對於不同產業間影響關係行銷策略運用的差異性如何，以往就究也較少探討。所以本研究目的在探究影響關係行銷策略運用因素的相關性與互動性，並且透過77家電腦及通訊設備業及121家金融服務業的實證結果得知，產業環境壓力是產業認知環境不確定性最大的因素，組織文化愈重視卓越創新或社會責任時，愈可能採行夥伴關係行銷策略，組織文化愈重視風險趨避或團隊精神，對於顧客承諾與銷售效果有酻向且顯著的影響。另外，接觸頻率愈高，愈可能採行夥伴關係策略，而且採行「主動責任策略」對未來夥伴互動程度有正向且顯著的影響。

The aim of the research is to determine the correlation and interaction of various factors that have influences on application of the strategy of relationship marketing. Through the authentic practice of 77 computer & communication firms and 121 financial firms, it is concluded that industrial environment pressure is the major factor of uncertainty in recognizing the environment of the industry. The more the emphasis of corporate culture about excellent innovation or social responsibility, the more it opts to adopt a partnership of relationship marketing strategy; the more the emphasis of corporate culture about risk aversion or team spirit, the more the obvious influence will be imposed on customers’ commitment and sale effectiveness. In addition, the more the frequent contact is practiced, the more the possibility of a partnership relation marketing strategy will be adopted. Furthermore, firms adopting a proactive strategy may have a positive and obvious impact on the level interaction between partners.