台灣旅館產業發展蓬勃、競爭激烈，故如何留住現有的顧客是旅館業者努力的重點，顧客關係行銷便成為旅館業者重要的行銷策略。顧客關係行銷與傳統行銷不同處在於，它是與顧客創造永久的連結，而不是短暫的銷售，當業者與顧客建立關係後，便可獲得忠誠顧客，忠誠顧客即為旅館帶來利潤。本研究旨在探討旅館業關係品質之中介角色，研究顧客導向、關係銷售行為、銷售人員屬性及報酬是否會透過關係品質（信任、滿意度、承諾）影響認知忠誠、情感忠誠、意欲忠誠及行動忠誠。
本研究以問卷調查方式，針對國內某國際觀光旅館住宿過之顧客進行網路問卷調查，共蒐集386份正式問卷，有效問卷為358份。問卷回收後，以SPSS及LISREL統計軟體進行分析。研究結果顯示：
一、顧客導向不會透過信任、滿意度、承諾影響忠誠度。
二、關係銷售行為不會透過信任、滿意度、承諾影響忠誠度。
三、銷售人員屬性會透過滿意度影響認知忠誠、情感忠誠及意欲忠誠；銷售
人員屬性也會透過承諾影響忠誠度，但不會透過信任影響忠誠度。
四、報酬不會透過信任、滿意度、承諾影響忠誠度。

An understanding of how to manage custome relationships effectively and efficiently is of imperative concern for both practitioners and academicians in recent years. Hoteliers are realizing that customers have different economic value to the company, and they are subsequently adapting their operating and marketing strategies accordingly. Nevertheless, some key issues of customer relationship management (CRM) has hardly been examined and studied. Thus, the primary purpose of this study was to explore and examine some of the antecedents and outcomes of quality CRM.
A convenient sample of 358 was collected via internet questionnaires. The questionnaire was developed based on extensive literature review. SPSS 12.0 and LISREL 8.5 were employed to analyze the data collected. The results from a quantitative study provide evidence for the influence of types of antecedents of trust, satisfaction, and commitment in hotel-customer relationships. It is shown that salesperson’s attributes plays the important role in these relationships. The results also indicate that trust, satisfaction, and commitment significantly influence customer’s loyalty at different levels. Hence, relationship quality plays an important mediating role between salesperson’s attributes and customer’s loyalty. Findings can be used to develop more appropriate strategies by lodging industry as a whole.

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