近年來，由於市場競爭激烈且變化快速，消費者可供選擇的機會不僅變多，所接受的訊息也相對增加，使得消費者對於產品或服務的忠誠度逐漸降低，加上吸引一位新顧客的成本遠高於保留一位現有顧客之成本的事實，顯示出與現有顧客維持良好關係的重要性。因此，對現今公司而言，如何與顧客建立良好關係以維持住現有具獲利性顧客，並從此關係中獲利，已成為公司關注的焦點。

然而，由於大部分的顧客關係管理研究，皆著重在技術輔助或作業層面效率的改善，至於公司如何從顧客關係中獲利，則尚未被深入研究。因此，本研究針對此點，以顧客生命週期管理為核心，除了歸納出顧客生命週期管理的具體內涵外，也探討影響其執行的組織層面因素與信任對其執行表現的干擾效果，進而瞭解如何藉由顧客生命週期管理，創造出高行銷績效表現。

本研究對象為行銷部門主管，並採問卷方式收集資料，而分析結果顯示顧客關係導向、組織管理系統與顧客資訊流程，對顧客生命週期管理有正向且顯著的影響；顧客生命週期管理對行銷績效有正向且顯著的影響；信任對顧客生命週期管理的表現有正向且顯著的干擾效果。因此，公司若要藉由顧客生命週期管理創造出高行銷績效表現，不僅需積極進行新顧客獲取、交叉銷售、顧客保留與新產品開發之活動外，也須與顧客建立高度信任，並積極著手進行組織層面之顧客關係導向、組織管理系統和顧客資訊流程調整。

Recently, the market becomes more competitive and changes quickly. Customers not only have many choices, but also get much information. The changes in the market make customers’ loyalty to products or services increasingly decline. In addition to that, the cost acquiring a new customer is more expensive than retaining an old customer. All changes reveal it is much important for firms to maintain good relationship with customers, so how to build good relationship with customers and get profits from the relationship becomes the key point to firms.

However, most literatures focus on information technology and operation improvement, as to how to get profits from customer relationships doesn’t be discussed deeply. Therefore, the studying focuses on customer life-cycle management which can guide firms to get profits from the relationship. So first the studying finds components of customer life-cycle management, and then discusses the drivers, the moderating effect of trust and outcome of customer life-cycle management. The aim is to help firms to understand how to create high marketing performance in customer relationship management.

The studying collects data from a diverse sample of firms’ marketing managers by questionnaires. The studying result reveals three insights. 1. Customer-relationship orientation, organizational management system and customer information process affect customer life-cycle management positively and notably. 2. Customer life-cycle management affects marketing performance positively and notably. 3. Trust moderates the execution of customer life-cycle management positively and notably. From the result, we can know if firms want to create high marketing performance in customer relationship management, they should adjust their marketing plans and execute four activities including acquiring new customers, cross selling, retaining old customers and design new products. In addition to that, firms should adjust their organization which include customer-relationship orientation, organizational management system and customer information process. Finally, the most important thing is to make customers trust your firms.

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