全球聚乙烯塑膠工業已將近有60年的歷史，許多競爭對手也紛紛增加產能提高自我競爭力，塑料供應商如何與客戶建立長期合作的關係，共創雙贏的合作模式也是大家關心的課題。關係行銷的相關研究中，信任是一個重要的議題。然而，過去的相關研究中較少探討人員與組織不同關係層面之關係變數，大部分只針對單一層面進行研究，因此本研究同時從人員與組織兩個層面驗證客戶信任和關係維持之關係，並探討客戶信任之前置因素，建立一個值得信任行爲的多構面模式，並檢驗他們在信任中的不同效果。目前台灣市場共有三間主要的PE供應商，本研究以台灣塑膠工業股份有限公司的顧客爲研究對象進行問卷調查，從116份有效問卷的線性結構分析結果顯示客戶所知覺到的業務代表的問題解決導向會對業務代表的信任產生正向且顯著的影響。客戶的品質滿意度、交期滿意度及服務滿意度會對供應商的信任產生正向且顯著的影響。就信任與關係持續之間而言，研究結果顯示不論是客戶對業務代表的信任或對供應商的信任，都會對關係持續產生正向且顯著的關係。

The polythene plastics industry has a history of at least 60 years. The suppliers try to increases production capacity to win market share. In such circumstance, establishment of long-term cooperative relationship with the customer becomes more important. And trust is an important issue in relationship marketing research. Although businesses are increasingly focused on the development of long-term and mutually beneficial relationships with customer, organization and employee, marketing researches are less to consider the relational variables on both personal and organizational levels in the past. Therefore, this research examines the association between the customer trust and relationship continuity on both individual and organizational level. This research also explores the antecedents of trust, establishes a model and verifies the different effects of these antecedents on trust. At present, there are 3 major PE suppliers in Taiwan market. This research uses Formosa Plastics Corp. as the research target. The questionnaires were submitted to PE raw materials customers of Formosa Plastics Corp. and consequently 116 effective questionnaires are returned, reflecting an effective response rate of 27.8%. The Structure Equation Modeling analysis reveals that problem-solving orientation of salesperson has a significant and positive effect on the trust in salesperson. The buyer's satisfaction with quality, delivery and services will lead to a positive and signification effect on trust in the supplier. Moreover, this research also indicates both trust in the sales representative and trust in the supplier have positive and signification effect on continuity of buyer-seller relationship.