本文旨在探討影響旅行社業務人員與顧客問關係品質之因素，並透過研究建立旅行社業務人員關係行銷之實證模式。首先經由文獻回顧建立關係行銷之觀念性架構與研究假設，並利用LISREL模式進行實證分析。本研究以曾經參加旅行社海外套裝旅遊的消費者爲研究對象，實證結果顯示本研究所建立之關係行銷模式可適當地說明影響旅行社業務人員與顧客間關係品質之因素。其中業務人員之「服務領域專業性」、「關係銷售行爲」、「服務具體化」、「誠信」與消費者實際參團後的「旅遊體驗」會顯著影響「關係品質」，而雙方之「關係品質」也正面影響顧客忠誠度。本研究結果可提供業者研擬關係行銷策略與建立長期銷售關係之參考。

The purpose of this study is to investigate the determinants that influence relationship quality between travel agents and customers, then establish the empirical model of relationship marketing. This study first constructs relationship marketing conceptual framework and research hypotheses based on existing literature; the next step is to utilize linear structural relation model 【LISREL】 to conduct empirical analysis. The subjects are customers who have attended overseas package tours. It is found that empirical model can explain the relationship between agents and customers and clarify the determinants that influence relationship quality. The result of this study indicate that several factors including "service domain expertise", "relational selling behavior", "tangible service”, "honesty" and "travel experience" influence "relationship quality". And "relationship quality" also has a significant influence on customer's loyalty. This study also provide suggestions about relationship marketing strategies and long-term relationship establishment for the travel industry.