在服務業佔國民生產毛額之比重越來越高的趨勢下，消費者之口碑傳播對於企業之競爭力亦益形重要。本研究之目的在探討企業透過顧客參與機制中之關係建立行為是否能影響消費者的口碑傳播意願。顧客參與是近年來廣受學術界與實務界重視的行銷典範，因為隨著顧客意識的高漲，顧客所重視的不僅是公司所提供的產品或服務，也非常重視與公司接觸時所感受到的關係。本研究以餐飲業之消費者為研究對象，以結構式問卷蒐集資料。總共發出600份問卷，回收共562份，其中有效問卷500份，有效回收率為83%。研究結果顯示，顧客參與之關係建立對口碑傳播呈顯著正相關，支持本研究之假說。根據研究結果，本研究探討理論與實務之意涵。

Since the production percentage of services in gross national production has been increasing, the importance of word-of-mouth on enterprises’ competitive advantage increases. The purpose of this study is to investigate the relationship between relationshipbuilding behaviors in the process of customer participation. Customer participation has been a widely accepted marketing paradigm among scholars and practitioners. The wide-spread consumerism has led to the fact that customers want not only the products or service offered by the firm, but also the perceived relationship during service encounter. This study distributed structured questionnaires to customers in food and beverage industry. 600 questionnaires were distributed. 500 valid questionnaires were returned. The response rate is 83%. The research results show that the relationship-building behavior in customer participation is positively related to word-of-mouth, which supports our research hypothesis. Theoretical and practical implications are discussed.