近年來，銀行業者面臨競爭激烈的產業環境下，日益體會對於固有顧客的維持管理是當前的重點所在，因此銀行應思考如何提供良好的服務來滿足固有的顧客，讓顧客願意與銀行維持長期的關係，這正是關係行銷的目的。而標榜著「隨借隨還」的現金卡(Cash Card)，是這幾年來最紅的金融商品，眾多銀行已紛紛加入戰火，所以如何利用關係行銷來留住顧客，將是本研究的目的之ㄧ。

　　本研究將探討國內現金卡市場之關係行銷、關係品質與顧客忠誠度三者間的相互關聯性，並以線性結構關係模式來探討本研究架構的適宜性，期望能對現金卡之發卡銀行提供一些意見，本研究主要的研究結果為：
ㄧ、關係行銷的構面因素(財務性結合、附加性結合、社會性結合、結構性結合)與關係品質的構面因素(信任、滿意、承諾)間有顯著的正向關係存在，並且以結構性結合的影響力最大。
二、關係品質的構面因素(信任、滿意、承諾)與顧客忠誠度間，具有正向顯著關係，並以關係品質的滿意度的影響力最大。
三、關係行銷對忠誠度並無以顯著的關係，但關係行銷可以透過關係品質影響到顧客的忠誠度。

　In recent years, the banking managers face extreme competition in this business. They also recognize one thing that it is vry important for them to manage and maintain the existing customers. Moreover, the bank shoud think how to provide good quality of service to make our specific customers satisfied, and make the sustomers like to keep long-term relationship with the bank.It is the purpose of relationship marketing. The Cash Card bragged about「lend money immediately and pay up at once」is the hottest financial goods over these several years, many banks had join it.So, how to use relationship marketing to keep customers, it is purpose of my study.

　The study takes Cash card’s customers to discuss the interaction among relationship marketing, relationship quality and customer loyalty, and use LISREL to get my target. This dissertation attempts to offer suggestions for banking managers to promote relationship marketing.The main results as follow:
1.Relationship marketing’s influence variable (financial bonding ,additional bonding , social bonding, structural bonding) and relationship quality (trust, satisfaction, commitment) makes positive outcome, especially on structural bonding.
2.Relationship quality (trust, satisfaction, commitment) makes positive outcome with customer loyalty, especially on satisfaction related with customer loyalt .
3.Relationship marketing will not affect customer loyalty directly , but indirectly .

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