本研究嘗試在關係行銷的領域中，以關係品質的觀念和架構，建立一適用於旅行 業的關係品質模式；並利用相關性檢定和路徑分析來驗證此模式，主要的研究發現如下：1. 顧客對業務員在服務領域的專業能力認知，對關係品質具有正面直接的影響，且關係銷售行 為及服務具體化亦會影響關係品質。 2. 領隊對顧客的互動強度對關係品質有強烈且直接的 影響，而專業程度及關鍵事件補救則對雙方關係品質的提升，亦有適度的影響力。 3. 不論 是業務員或領隊的關係品質，皆對顧客忠誠度有顯著的影響力；尤其是領隊的關係品質，其 因果作用力相當大。整體的關係品質模式之顯著性頗高，顯示可利用此模式來協助旅行業業 者發展與顧客的長期良好關係。

　　　　　This research tries using the concept and frame of relationship quality to building a proper relationship quality model for salesman in travel agent. So salsman can have the abillity to reduce customer's uncertainty and the relationship between customers and corporation may be maintained constantly. By correlation test and path analysis, we confirm the relationship quality modil. The thesis get the following results: 1. The customers-to-salesman expertise ability cognition has strong influence on relationship quality; and both relationship selling behavior and service tangibles also have proper influence. 2. The team leader-to-customers interaction tendency has strong influence; both expertise and critical incident recovery have proper influence to raise the relationshp quality level. 3. Both relationsip quality of salesman and team leader have significant influence to customer loyalty, especially team leader's has more significant. Thus, through this relationship qualitymodel, travel agent can realize what ability team leader and salesman shall have. Further, they can achieve the goal of creating customer loyalty.