近年來，金融產業面臨著激烈的競爭環境，在開發新顧客成本遠高於維繫舊客戶，以及金控法通過後欲獲得更多交叉銷售機會的情形下，深耕顧客、和顧客建立良好關係也就成了當前金融業最重要的目標。

而要和顧客建立關係，「溝通」是不可或缺的要素。因此，本研究將焦點放在關係行銷策略中的溝通策略，以權變理論為出發點來探討在不同的情境下，吾人應該運用何種溝通模式，才能增進對方的滿意度、信任感及繼續合作的承諾感。其研究方法是以郵寄問卷的方式進行，針對製造業企業共發出656份問卷，並在經效度及信度的檢定後，以迴歸分析來驗證架構的適宜性。本研究主要的研究發現如下。

一、雙向性的溝通策略對關係品質有正向的影響。
二、策略性的溝通內容對關係品質有正向的影響。
三、當對方的企業文化偏向外在定位時，將會增強雙向的溝通對於關係品
質的正向效果。
四、當對方的企業文化偏向內在維持時，將會減弱正式的溝通對於關係
品質的正向效果。

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19.謝晶瑩譯，Don Peppers and Martha Rogers原著，「1:1行銷（The One to One Future：Building Relationships One Customer at a Time）」，時報文化出版企業有限公司，1995年。
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