顧客保留對企業的經營管理而言是一個非常重要的議題，然而學者們對此議題的研究大多數是從關係行銷的角度出發，而非從策略行銷的觀點著眼。因此，本研究特別從策略導向的觀點來研究關係行銷因素（情感承諾）在顧客導向和顧客保留之間的角色作用。運用356位零售業便利商店顧客的問卷調查資料，經實證分析後顯示顧客導向不僅對顧客保留和情感承諾有直接顯著的正向效果，而且透過情感承諾對顧客保留有間接顯著的正向效果。

Although customer retention is a pivotal issue in the operational management, most studies focus on this issue in terms of the view of relationship marketing rather than in terms of the view of strategic marketing. Therefore, the objective of this study is to examine the effect for the role of affective commitment on the relationship between customer orientation and customer retention. Using a sample of 356 customers of convenience stores, the results support that customer orientation not only have directly positive effect on the affective commitment and customer retention, but also have indirectly positive effect on customer retention through affective commitment.