現今市場變化極大的，消費者意識抬頭，客戶是企業維持生存的命脈，企業無不用盡心力去強化與客戶間的關係連結。建立良好客戶的關係，讓客戶感到滿意，並且希望長期留住帶來業績的客戶。因此業務人員的行為表現，反應速度，是否有用心去了解客戶需求，為其提供服務，維持良好客戶關係，企業才能永續經營。本研究的個案公司案例與做法可以了解業務人員本身符合或缺少的因素，提供做為企業未來管理業務人員，做內務教育訓練課程或提供改善缺失的參考。
本研究透過相關文獻資料以客戶關係管理、關係行銷、業務人員及客戶忠誠度四個方向，去進行探討業務人員如何進行客戶關係發展，同時透過5位專家訪談，分享他們在業界自身多年經驗及看法，由於訪談人數的限制，為了再次驗證訪談的結果，也同時發了45份問卷調查，實際收回39份有效的回覆，分析比對個案公司能在不景氣中還能獲得訂單的原因。
歸納出個案公司的業務人員具有專業知識，態度是積極且負責的，對待客戶是細心並具有親和力，他們總是能夠快速回應客戶需求，並且願意為客戶提供量身訂做服務，業務人員能夠分享技術創新與改善資訊給客戶，隨時掌握當地客戶的市場動態，願意隨著客戶市場狀態調整政策與作法，符合客戶期望及需求，建立良好互動關係，贏得客戶長期信賴與訂單。
本研究發現業務人員是客戶關係發展影響層面甚大，企業的業務人員表現的行為會影響企業形象及評價，因此企業要慎選可以代表企業的人對應，了解企業核心價值，為客戶提供良好服務，客戶產生高度服務的滿意度才會對公司商品重複購買，建立客戶忠誠度。

Nowadays, the market is changing quite rapidly and cause the consumer awareness is rising accordingly. Customers are the lifeblood which keep an enterprise’s survival. Enterprise must do their best to strengthen the relationship with the customers. Besides, they establish good customer relationships, make customers feel very satisfied, and hope to retain customers who bring the long-term business. Therefore, the personal performance of sales representatives, their speed of reaction, whether they really understand their customers needs and provide the suitable services for them, so that the enterprise can maintain good customer relationships and continue to operate for a long time.

This research uses the relevant literature data to explore how sales representatives carry on the customer relationship development in four directions. Separately use customer relationship management, relationship marketing, sales representatives, and customer loyalty to discuss. Through making the deeply interviews with the 5 experts and collecting the reasons of questionnaire surveys.

We know that the sales representatives of the case have professional knowledge, with a positive and responsible attitude, and is considerate and friendly to treat their customers. They are always able to respond quickly to customer needs and are willing to provide the better customized services.

If an enterprise wants to have a competitive advantage, it must view "customer service" as a main product and continuous improvement. That will be the possibility to satisfy customers. In addition, sales respentatives should have professional knowledge to serve their customers. They are cautious in their words and are carful for their behavior, always protect the interests of the enterprises, and establishing a positive image for the enterprise.

Keyword: Sales Representatives, Customer Relationship Management, Relationship marketing, Customer Loyalty.

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