| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 90 === The study focuses on the strategies and barriers in implementing a relationship marketing within some different industries. Based on some researches, a number of attributes describing the nature of the service are influential in an organization’s ability to implement relationship marketing, specifically, these are level of involvement with the purchase; professionalism of the service provider; and level of personal contact. By survey research, these are evaluated in four service providers in Taiwan, namely: hairdressing（level of personal and customized contact）,computer retailing（professionalism）,fitness centers（level of involvement）,and convenience stores. Findings indicate that hairdressing, computer retailing and fitness centers are more likely to give greater support to the development of relationship marketing. Specifically, in some dimensions identified as relevant in marketing relationship of “trust”, “having the customers’ best interest at heart”, “a commitment to quality” and “ an attempt to lock-in or retain the customer” all give greater support. On the other hand, dimension of “open communication channels between both parties” give less clear-cut outcome. In addition to theoretical and managerial implications, suggestions for businesses and future researches are also provided.
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