隨著競爭日益激烈，企業想要在市場上獲得一席之地，就必須好好經營與顧客之間的關係，以良好的關係品質維繫顧客，提高顧客的貢獻度。本研究欲利用關係行銷的觀念，進行人壽保險業顧客關係品質模式之建構與實證分析，並探討業者在顧客關係品質表現上的差異。研究結果有兩大發現：（1）顧客關係品質模式以關係品質為中介變數，會受到企業整體服務表現的影響；而企業整體服務表現與關係品質亦會影響顧客自發行為的產生。（2）透過差異分析發現各家壽險公司對顧客關係品質的維持有不同的表現。其中，安泰與國華人壽的保戶有較高的顧客滿意與信賴程度。

As the industrial competition gets more and more fierce, firms have to manage the relationship between customers better to hold their competitive status which means to retain customers by better relationship quality and contribute them more. In our study, we adopted a survey of life insurance industry to build up a customer relationship quality model and discussed the performance difference among life insurance firms. The main results were as follows: (1) The intermediary variable-relationship quality was affected by the service performance of the whole enterprise. And the service performance also affected customers' voluntary behaviors. (2) After difference analysis, we found that the performance of each life insurance firms had different customer relationship quality. Among them, ING Life and Kuo-hua Life have higher customer satisfaction and reliability.