近年隨著基金產業的競爭日趨激烈，使得基金公司對通路的議價能力逐漸下降，進而壓縮其獲利分配。而在此一基金供應鏈中，最下游的通路往往掌握了最高的議價能力，然而，站在基金公司的立場，該如何透過關係效益提高投資者的滿意度及忠誠度，進而增加投資者的再投資意願、擴大資產規模，為基金公司所需思考的策略方針。

透過忠誠度的提升，除了可以增加營收，更可以降低成本，而本研究透過滿意度及關係效益來確認不同構面間之因果及路徑關係，以提供實務上可能之策略建議。

實證結果顯示透過加強產品功能特色、提高基金公司信賴效益能有效提升基金公司滿意度，為最有效之基金公司忠誠度增加策略。相較之下，一般投資人對於經由通路忠誠度所提升的基金公司忠誠度顯著性較低，表示基金公司若要達到提高忠誠度的長期目標，應多將資源集中在提高本身產品特色以及基金公司直接提供給投資人的信賴效益上。

中文部分
邱志聖，策略行銷分析：架構與實務應用，台北：智勝文化公司，2010年。
邱志聖，行銷研究：實務與理論應用，台北：智勝文化公司，2011年。
陳秀鳳，資訊產品零售通路忠誠度之研究 - 價值、專屬資產、及顧客拉力對資訊產品零售門市/經銷商與其特定製造/供應商忠誠關係之影響，政大企管碩士畢業論文，2003年。
張恆嘉，關係效益、專屬資產對業務忠誠度與公司忠誠度之影響 – 以保險市場為例，國立政治大學國際貿易與經營學系碩士論文，2013年。
宋依坪，網路服務品質、滿意度、專屬資產對拍賣網站與賣家忠誠度之影響研究，國立政治大學國際貿易與經營學系碩士論文，2006年。

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