本研究以清境農場為例，探討關係行銷、服務品質、顧客滿意度與顧客忠誠度之關係。以問卷調查清境農場遊客，獲得 178 份有效問卷，將問卷資料以 SPSS 及 LISREL進行分析。研究透過典型相關分析，並應用線性結構模式來建構關係行銷、服務品質、顧客滿意度與顧客忠誠度之因果關係模式。實證研究結果發現：1.關係行銷對服務品質、顧客滿意度及顧客忠誠度具有顯著正向影響。2.服務品質對顧客滿意度及顧客忠誠度具有顯著正向影響。3.顧客滿意度對顧客忠誠度具有顯著正向影響。

The objective of this study is to find out the relation among relationship marketing, service quality, customer satisfaction and customer loyalty. The consumers of the Cingjing farm will serve as the target of this study in the questionnaire survey. The survey yielded 178 valid respondents and results have been analyzed by SPSS and LISREL. This study adopted the correlation analysis and the linear structure model to construct the causal model of relationship marketing, service quality, customer satisfaction and customer loyalty. The empirical study indicated that: 1. Relationship marketing positively influenced service quality, customer satisfaction and customer loyalty. 2. Service quality positively influenced the degree of customer satisfaction and customer loyalty. 3. Customer satisfaction positively affected customer loyalty.