本研究主要在探討壽險業中企業特質與業務員特質對於關係信任及顧客忠誠的影響，本研究以企業聲譽、企業規模、與企業的關係時間做為企業特質的變數，以業務員的專業知識、被顧客喜愛的、與顧客相似的、與顧客頻繁的接觸及與顧客的關係時間做為業務員特質探討的要素，影響關係信任，進而影響態度忠誠，並以顧客的專業知識做為干擾變數，干擾業務員特質對關係信任的影響。本研究希望透過同時對兩岸保險市場進行驗證，了解兩岸保險市場在關係信任及顧客忠誠形成的異同。
本研究以兩岸購買保險的消費者做為探討對象，以驗證所建議的研究模型。本研究採便利抽樣，台灣共計發放420份問卷，有效問卷369份，回收率88%。大陸共計發放230份問卷，有效問卷202，回收率88%。信度與效度分析結果顯示，除台灣樣本中「行為忠誠」信、效度較低外，其餘研究變數皆達有效、一致的程度。
研究結果發現，對於顧客忠誠中，態度忠誠的形成，台灣樣本主要原因來自於顧客對企業的信任，但大陸樣本則來自於顧客對業務員的信任，而在影響顧客對企業的信任，台灣與大陸都來自於企業的聲譽及對業務員的信任。但在顧客對業務員的信任形成上，台灣來自於業務員是被顧客所喜愛的、頻繁的接觸及顧客對企業的信任等特質。但大陸則來自於頻繁的接觸、關係時間的長短及顧客對企業的信任等特質。顯而易見，台灣與大陸對於關係信任及顧客忠誠的形成有所不同。本研究最後嘗試分析兩岸保險市場的異同，並提出行銷的策略，希望可以給予學界與實務界做為參考之用。

The goal of this research is to find out how the characteristics of the enterprise and sales person influence Relational Trust and Customer Loyalty in China and Taiwan. Hoping to answer that question, this research puts the insurance market in China and Taiwan under careful examination: by comparing the two markets, the differences and similarities in the formation of Relational Trust and Customer Loyalty shall be revealed. The differences and similarities will also be discussed at the end of this research.
The examination process starts by setting the key variables in the research. For the characteristics of the enterprise, reputation, size, and the length of relationship are being set as variables. The variables for the sales person side of research include expertise, likability, similarity, frequent contact and the length of relationship. The research assumes that these variables influence the Relational Trust then the Attitudinal Loyalty. Also, the moderator that controls the influence the characteristic of sales person has on the Relational Trust is the knowledge of the customer.
In order to exam the model within the research, questionnaires were issued to those who purchased insurance product(s) and live in China or Taiwan. The method of convenient sampling is used in this research. Amongst the 420 questionnaires issued in Taiwan, 369 are effective (88%). In China, 230 issued, 202 effective (88%). The result from the analysis on the reliability and validity of the questionnaires shows that all variables are valid and coherent. Except the item “behavioral loyalty” from the samples in Taiwan demonstrated lower validity and reliability.
Overall, the research finds the formation of customer loyalty in Taiwan mainly comes from the customer’s trust on the enterprise, but in China it’s from the trust the customer has on the sales person. Yet samples in both China and Taiwan show that the customer’s trust on the enterprise is from the reputation of the enterprise and the customer’s trust on the sales person. Also, the likability of the sales person, frequent contact and customer’s trust on the enterprise are the key variables for the formation of the customer’s trust on the sales person in Taiwan. In China, however, the variables are frequent contact, length of relationship and customer’s trust on the enterprise. It is all too obvious that the formation of Relational Trust and Customer Loyalty is different in Taiwan and China. These facts found in the research will be a reference for those who works in related fields of study or business world.

中文文獻
大陸保險年鑑編委會(2009)。2009大陸保險年鑑。北京市：大陸保險年鑑編輯部
行政院金融監督管理委員會保險局(2010)。中華民國保險市場重要指標。台北市：行政院金融監督管理委員會保險局
周瑞祥 (2008)。 大陸保險市場概況。華南金控，68，1-13
鄭家宜 (2008)。 人壽保現業服務線索與信任對顧客忠誠回應之影響：以業務員之服務提供為例。保險經營與制度，第七卷(1)，155-187

英文文獻
Anderson, J.C. and Gerbing, D.W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, Vol. 103(3), PP.411-423
Bennett, R., Hartel, C. E. J., McColl-Kennedy, J. R. (2005). Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R. Industrial Marketing Management Vol. 34 PP.97-107
Blois, K. J. (1999). Trust in Business to Business Relationship: An Evaluation of ITS Status. Journal of Management Studies Vol. 36:2(March) PP.197-215
Bonaccorsi, A. (1992). On the relationship between firm size and export intensity. Journal of International Business Studies Vol. 23, 4 PP. 605-635
Brucks, M. (1985). The Effects of Product Class Knowledge on Information Search Behavior. Journal of Consumer Research Vol. 12(June) PP.1-16
Bryman, A. and Cramer D. (1997). Quantitative data analysis. London : Routledge
Búrca, S. D.,Fynes, B. Ro che, E. (2004). Evaluating Relationship Quality in a Business-to-Business Context. Irish Journal of Management Vol. 25, 2 PP.61-75
Busch, Paul (1976). An Experimental Analysis of a Salesman's Expert and Referent Bases of Social Power in the Buyer-Seller Dyad. Journal of Marketing Reasearch Vol. 13:1(Feb.) PP.3-11
Cable, D. M., Graham, M. E. (2000). The determinants of job seekers' reputation perceptions. Journal of Organizational Behavior Vol. 21, 8 PP.929-947
Calof, J. L. (1994). The relationship between firm size and export behavior revisited. Journal of International Business Studies Vol. 25, 2 PP.367-386
Coulter, K. S., Coulter, R. A. (2002). Determinants of trust in a service provider: The moderating role of length of Relationship. The Journal of Services Marketing Vol. 16,1 PP.35-50
Coulter, K. S., Coulter, R. A. (2003). The effects of industry knowledge on the development of trust in service relationships. International Journal of Research in Marketing Vol. 20 PP.31-43
Crosby, L. A.; Evans, K. R.; Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing Vol. 54, 3(Jul) PP.68-81
Doney, P.M., Cannon, J.P. (1997) An examination of the nature of trust in buyer-seller relationships. Journal of Marketing Vol. 61, 2 PP.35-51
Dyer, J. H., Chu, W. (2000). The determinants of trust in supplier-automaker relationships in the U.S., Japan, and Korea. Journal of International Business Studies Vol. 31, 2 PP.259-285
Fornell, C. and Lacker, D. (1981), Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research Vol.18(1), PP.39-50
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing Vol. 58, 2 PP.1-19
Gounaris, S. P. (2005). Trust and commitment influences on customer retention: insights from business-to-business services. Journal of Business Research Vol. 58 PP.126-140
Hair, J.F., Anderson, R.E., Babin, B. and Black, B. (2005). Multivariate Data Analysis (6rd ed.). Upper Saddle River. NJ: Prentice-Hall
Hawes, J. M., Mast, K. E., Swan, J. E. (1989). Trust Earning Perceptions of Sellers and Buyers. The Journal of Personal Selling & Sales Management Vol. 9, 1(Spring) PP.1-8
Hennig-Thurau, T., Gwinner, K. P., Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational Benefits and Relationship Quality. Journal of Service Research Vol. 4, 3 PP.230-247
John, G. (1984). An Empirical Investigation of Some Antecedents of Opportunism in a Marking Channel. Journal of Marketing Research Vol. 21:3(Aug.) PP.278-289
Kinard, B. R., Capella, M. L. (2006). Relationship marketing: the influence of consumer involvement on perceived service benefits. Journal of Services Marketing Vol. 20, 6 PP.359-368
Lam, S. Y., Shankar, V. Erramilli, M. K., Murthy, B. (2004) Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration From a Business-to-Business Service Context. Journai of the Academy of Marketiag Science Vol. 32, 3 PP.293-311
Lindskold, S. (1978). Trust Development, the GRIT Proposal and the Effects of Conciliatory Acts on Conflict and Cooperation. Psychological Bulletin Vol. 85 PP.772-793
Mohr, J., Spekman, R. (1994). Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques. Strategic Management Journal Vol. 12, 2 PP.135-149
Money, R. B. (2004). Word-of-mouth promotion and switching behavior in Japanese and American business-to-business service clients. Journal of Business Research Vol. 57 PP.297-305
Moorman, C., Zaltman, G., Deshpande, R. (1992). Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations. JMR, Journal of Marketing Research Vol. 29, 3 PP.314-328
Moorman, C., Deshpande, R., Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing Vol. 57, 1(Jan) PP.81-101
Morgan, R. M., Hunt, S.D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing Vol. 58 (July) PP.20-38
Nevin, J. R. (1995). Relationship Marketing and Distribution Channels: Exploring Fundamental Issues. Journal of the Academy of Marketing Science Vol. 23, 4 PP.327-334
Nunnally, J. C. (1978). Psychometric Theory (2nd ed.). Englewood Cliffs. NJ : McGraw-Hill
Olaru, D., Purchase, S., Peterson, Nathan (2008) From customer value to repurchase intentions and recommendations. Journal of Business & Industrial Marketing Vol. 23/8 PP.554-565
Rauyruen, P., Miller, K. E. (2007). Relationship quality as a predictor of B2b customer loyalty. Journal of Business Research Vol. 60 PP.21-31
Reichheld, F. F., Sasser, W. E. (1990). Zero defections: quality comes to services. Harvard Business Review Vol. Sep./Oct. PP.105-111
Rotter, J. B. (1980). Interpersonal trust, trustworthiness, and gullibility. American Psychologist. Vol. 35(1) PP.1-7.
Sanzo, M. T., Santos, M. L., Alvarez, L. I., Vazwuez, R. (2007). The effect of a buyer’s market orientation on attitudinal loyalty toward a supplier: is dependence a moderator? Supply Chain Management: An International Journal Vol. 12/4 PP.267-283
Singh, J., Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgements. Academy of Marketing Science. Journal Vol. 28, 1 PP.150-167
Smeltzer, L. R. (1997) The Meaning and Origin of Trust in Buyer-Supplier Relationships. International Journal of Purchasing and Materials Vol. 33(Wint) PP.40-48
Speakman, R. E., Strauss, D. (1986). An exploratory investigation of a buyer's concern for factors affecting more cooperative buyer-seller relationships. Industrial Marketing and Purchasing Vol. 1(3) PP.26-43
Taylor, S. A., Celuch, K., Goodwin, S. (2004). The importance of brand equity to customer loyalty. Journal of Product & Brand Management Vol. 13, 4 PP.217-227
Turban, D. B., Cable, D. M. (2003). Firm reputation and applicant pool characteristics. Journal of Organizational Behavior Vol. 24, 6 PP.733-751
Wang, W.-H., Liang, C. -J., Wu, Y. -D. (2006). Relationship Bonding Tactics, Relationship Quality and Customer Behavioral Loyalty Behavioral Sequence in Taiwan's Information Services Industry. Journal of Services Research Vol. 6, 1 PP.31-57
Williams, R. J., Barrett, J. D. (2000). Corporate Philanthropy, Criminal Activity, and Firm Reputation: Is There a Link? Journal of Business Ethics Vol. 26 PP.341-350