在全球化競爭的環境中，發展企業的核心競爭力與提升企業的競爭優勢已成為企業成敗的關鍵。隨著消費者意識的抬頭，以服務為核心的經營模式，逐漸成為企業的發展目標。服務是以滿足顧客的需求為起點，以提高顧客的整體滿意度為終極目標。因此，唯有以顧客為中心的服務，才能與顧客共同創造價值，同時提高顧客的滿意度。隨著資訊科技的進步，以個人化技術為基礎所形成的「個人化客戶服務」，即是一種以顧客為中心的服務。個人化技術能協助企業分析顧客個人的需求與喜好，以滿足顧客的需求。由於個人化的服務是透過瞭解、溝通與關懷的行為，讓顧客擁有滿意的消費經驗，因此，個人化的服務能融入顧客的情境，以感性的訴求抓住顧客的心。個人化服務一直被視為關係行銷的利器，它運用資訊科技，讓無聲勝有聲的親切感深深打動顧客的心，並進而與顧客經營良好的關係，以提升顧客的滿意度與忠誠度，這是追求創新服務的企業必須充分瞭解的。有鑑於此，本文即以親密理論為基礎，根據個人化客戶服務的研究成果來說明如何利用感性的訴求，讓個人化服務成為提高企業優勢的利器。服務創新者更可以利用個人化的感情因素，有效地提升客戶服務的品質，創造顧客的核心價值，並經營與顧客間的關係。

The rapid change of business environment, along with global competition, has made services a core element of new business models. Service is a series of activities that are aimed at satisfying customer needs. Service is also an interactive process with the characteristics of inseparability, perishability, and hetereogeneity. In the process, the customer is the focus and the co-producer of a service experience. Customer satisfaction is a result of the whole interaction experience throughout the whole service process. Since service is based on customer needs, only customer-centric services can co-create value with the customer to increase customer satisfaction. The development of information technologies in the past several decades has created several techniques for personalized customer services. That is, the personalization techniques allow a service provider to analyze customer profiles, provide one-to-one interaction and customized services. In addition to economic benefits, personalized services provide a satisfactory experience through the understanding, communication, and caring in the interaction process. Therefore, personalized services create an affective environment for retaining customers. Therefore, personalized services have been considered to be an important tool for relationshipmarketing. In this article, we present findings from our research based on the intimacy theory to show the affective factors that may affect customer attitude and satisfaction, which can then lead to higher customer loyalty. These findings can help innovators to use personalized techniques to develop affection-based services to increase service quality and business advantages.