本研究係將Morgan & Hunt所提出的關係承諾-信任模式（KMV模式）修改後加以 探討。修改後的模式內容為將原前置變數五個構面，另加入「專業能力」與「德行」兩個構面；關係中介變數「關係承諾」、「信任」兩構面不變，結果變數則改為「顧客終身價值」相關構面（包括使用數量、忠誠度確認、產品商品化、口碑效果四個構面）。研究對象為中國信託銀行個案地區貴賓理財中心顧客。研究目的除應用修改後的模式，來從顧客觀點探討個案貴賓理財中心關係行銷運作之外，也希望能對業者提出建議。研究發現列示如下：(1) 從顧客對理財中心認同度顯示，修改過的模式不完全成立；但發現前置變數中顧客在「關係利益」與「溝通」的認同度，將直接、間接正向影響關係中介變數中「關係承諾」與「信任」構面認同度，並進而正向影響結果變數「顧客終身價值」的各個構面的認同度。 (2) 顧客對理財中心在模式中十三個構面認同度上，在前置變數中「關係終止」、「關係利益」兩構面與結果變數中「使用數量」、「產品商品化」兩構面平均認同程度皆略低於「同意水準」，在前置變數中「投機行為」構面則持「不同意」看法；至於在其他八個構面平均認同度皆達到「同意水準」。 (3) 不同性別顧客對理財中心在模式中十三個構面的平均認同度皆呈無顯著差異。 (4) 不同投資類型顧客在修改後的模式十三個構面中，顯示出對前置變數中「德行」構面平均認同度呈無顯著差異，在其他十二個構面則呈顯著差異。從整個模式總體顧客平均認同度大概觀之，是以積極型顧客最差，保守型顧客次之，穩健成長型顧客最好。 　　本研究建議個案地區貴賓理財中心應對整體顧客在「關係利益」、「溝通」、「關係承諾」與「信任」構面上的認同度提升，投注更大的心力與付出，以提高顧客終身價值。尤其更應本著關係行銷理念對認同度較低的積極型與保守型顧客作更積極的爭取與互動。

　　The research studies the revised Key Mediating Variable Model (KMV Model). The revision Model increases two dimensions--Professional Ability and Virtue in the font variable. The dimension of relationship commitment and trust in intervening variable has not been changed. Those dimensions have changed over from result variable to customer lifetime value (usage factor, fan identification, product merchandising and word of mouth). The study objects are VIP customers of the Chinatrust Commercial Bank (CTCB). The purpose of research is to apply the revision Model to explore the operation of Relationship Marketing from customer angle, and float the suggestions to the case bank. The research has some findings as below: (1) The revision Model is not completely correct. The study discovered that pre-variable of relationship benefits and communications have direct and indirect influence on customer lifetime value by intervening variable of relationship commitment and trust. (2) The entire customers show lower average awareness to pre-variable of relationship termination and relationship benefits. Also in result variable of usage factor and product merchandising show lower average awareness. And all customers disapprove of opportunity behavior. As to the other eight dimensions, all customers show significant agreement level. (3) The different sex of customers shows no significant difference toward the average awareness in thirteen dimensions of the Model. (4) The different investment types of customers show no significant difference toward the average awareness of "virtue" dimension among the thirteen ones, while the rest of dimensions show significant difference. In terms of the average awareness of the dimensions on this Model, the aggressive-type customers rank the lowest; the conservative-type customers rank the second; the sound-type Customers rank the highest. 　　The research suggests that the case bank should do its best to the four dimensions, i.e. relationship benefits, communications, relationship commitment and trust, in order to raise customer lifetime value. Furthermore, the case bank must pay more attention to the interaction with those who have lower awareness, such as the aggressive-type customers and conservative-type of customers, in terms of marketing concept.