過去研究大都在高價或有形的產品背景下分析業務人員的銷售行為，對於無形性服務的研究較少。為彌補相關研究的不足，本研究以銀行業為背景，探討理財專員運用銷售導向及顧客導向兩種銷售方式，對於顧客滿意度及信任的影響，而這樣的影響進而對於顧客與銀行理財專員間的關係長度、深度及廣度的效果為何。本研究母體界定為台灣地區曾與銀行理財專員有交易往來的銀行顧客。經過一個半月的問卷回收期，共得有效問卷201份，回收之有效問卷再以SPSS與PLS進行資料分析。研究結果發現：（1）銷售導向的銷售行為對顧客滿意度及信任有負向顯著的影響，（2）顧客導向的銷售行為對顧客滿意度及信任有正向顯著的影響，（3）顧客的滿意度及信任對其與理專關係長度的維繫有正向顯著的影響，（4）顧客的滿意度及信任對其與理專關係深度的維繫有正向顯著的影響，（5）顧客的滿意度及信任對其與理專關係廣度的維繫有正向顯著的影響。最後，本研究根據研究結果提出管理意涵，並建議可行做法以做為業者在相關措施的規劃與執行上的參考。

In the past, most of the research analyzed salesman’s sales behavior in the context of high-priced or tangible products, but less research on intangible services. To fill the gap on this issue, this study explores the impacts of sales-oriented and customer-oriented sales by financial advisors on customer satisfaction and trust, which in turn influence the relationship length, depth, and breadth between the two parties. The research population is defined as bank customers who have dealings with a bank’s financial advisors in Taiwan. After a collection period of a month and a half, a total of 201 valid questionnaires were returned. SPSS and PLS were used to c onduct statistical analyses on those returned. The results showed that (1) sales-oriented sales have a significantly negative effect on customer satisfaction and trust, (2) customer-oriented sales have a significantly positive effect on customer satisfaction and trust, (3) customer satisfaction and trust have a significantly positive impact on the maintenance of relationship length between customers and financial advisors, (4) customer satisfaction and trust have a significantly positive impact on the maintenance of relationship depth between customers and financial advisors, (5) customer satisfaction and trust have a significantly positive impact on the maintenance of relationship breadth between customers and financial advisors. The implications of such findings for research and practice are discussed.