隨著國民所得提高，週休二日的實施，國人的消費能力不斷的提昇，百貨業競爭也是戰況激烈，加上量販店、大型購物中心大舉入侵，使得百貨業的戰況更加猛烈。由於消費者意識抬頭，顧客要求的不再單單只是高品質的產品，而是要得到個人化的貼心服務；故如何與顧客建立、維持以及提昇長期關係則是相當重要的課題。本研究探討企業關係結合方式、生活型態與顧客行為意向的關聯性，以提供百貨業經營管理之參考。為驗證研究假設，本研究以百貨公司之消費者為對象進行問卷調查，並以實證資料進行統計分析。主要研究結果為：百貨公司提升其結構性結合與社會性結合可使顧客行為意向中的忠誠度提升最多，願意支付更多的行為最低。生活型態分為精打細算、自我想法、傳統保守與追求流行四個因素構面，精打細算、自我想法、傳統保守、與追求流行相關係數提升，顧客行為意向的忠誠度提高最多。若百貨公司要提升顧客忠誠度，追求流行此因素構面提升最多，精打細算因素構面最低。精打細算型提高愈多，移轉愈高；精打細算的顧客最容易轉移至其他百貨公司消費，忠誠度最低。

With more strong and tight relationship, sellers could obtain the customer loyalty and make profit. This research explored the relationship among relationship marketing bonds, life style, and customer behavior intentions The consumers who had been to the department stores were the main population. The results included: the loyalty would be highest promoted if the department stores promoted the social bond and structural bond. The life style divided into scrimp, independence, conservatism, and fashion. The loyalty would be the highly promoted if the coefficient of the style of scrimp, independence, conservatism, and fashion is higer. The more scrimp-style consumers, the higher the transfer to other department stores and they got the lowest loyalty.