近幾年來，有關於服務產業的關係行銷議題早已受到學者與實務界人士 的重視與討論(Sheth & Parvatiyar, 2000)，其有別於傳統的交易式行銷 (transactional marketing)，重視銷售前的活動以創造出與顧客間的交易，關係 行銷重視銷售後的活動，其基本精神在於深入了解顧客的背景、動態與需求， 和顧客建立長期互惠的關係以維持顧客忠誠度(Fang, 2002)，並藉由與顧客長 期關係的建立來降低顧客成本、維持顧客與提昇獲利率，進而強化與維持廠商 競爭優勢(Cannon & Homburg, 2001; Jap, 1999; Kalwani & Narayandas, 1995)， Reichheld & Sasser (1990)指出企業若能降低5%的顧客變節率(customer defection rate)，貝[J能提高 25_85%的利潤。因此 Morgan & Hunt(1994)

The aim of this study was to explore the impact of relationship quality and relational benefit on patient loyalty to the physician and to the hospital. Furthermore, we also discuss the mediating effect of relationship strength on the above-mentioned relationship. Extensive literature review was done to build up eight research hypotheses. The sample consisted of 339 ambulatory patients of three hospitals in Taiwan. Our approach to test hypotheses was that of a hierarchical multiple regression. Study results indicate relationship quality and relational benefit positively affect patient loyalty. Besides, relationship strength partially mediates the relationship between two antecedents (relationship quality and relational benefit) and two outcome variables (patient loyalty to the physician and to the hospital).