顧客是企業最重要的策略性資源，維持和顧客間的長期關係並提高顧客滿意度及忠誠度，將與企業獲利生存息息相關。關係行銷正是與顧客建立穩固且長期的交易關係，為企業創造競爭優勢的重要行銷策略之一。本研究以關係行銷為主題，探討境外基金業中，代銷機構理財人員與境外基金總代理之關係結合方式、關係品質及其忠誠度之間的關聯性。 本研究問卷發放對象以目前有銷售境外基金的銀行理財專員為主，首先針對樣本的基本資料進行描述性統計分析，並針對本研究問卷進行信度及效度分析，之後再以迴歸分析進行資料統計與分析。 本研究有四點結論：(1)社會性與結構性結合皆會影響關係品質，而財務性結合對於信任及承諾皆無影響，但對滿意則呈現負向影響;(2)關係品質中信任及承諾皆會影響理財人員忠誠度，其中以承諾對理財人員忠誠度影響程度最高;(3)三種關係結合方式僅結構性結合對理財人員忠誠度有正向影響，財務性及社會性結合則不具影響效果;及(4)在境外基金業中，關係品質對於關係結合與理財人員忠誠度並無中介效果。 Customers are the most important resources for a company. To maintain a long-term relationship with customers and promote their satisfaction and loyalty is closely linked to the profits and subsistence of them. Relationship marketing is the major strategy for business to create the competitiveness and build the a stable long-term relationship with customers. This study focuses on relationship marketing and takes an empirical study of offshore fund industry, and to examine the connection among relationship bonds, relationship quality and sub-distributor financial consultant loyalty. The data is collected by questionnaire from financial consultants who still sell offshore fund now. The data analysis adopts descriptive statistics, reliability analysis, validity analysis, and regression analysis. The 4 major results of this study are as follows: (1) Both social bond and structural bond among relational bonds have significant impact on relationship quality, except financial bond, which reveal non-significant to trust and commitment but negatively significant to satisfaction among relationship quality;(2) Among relationship quality, trust and commitment have significant impact on financial consultant loyalty. Commitment has more effective than trust ;(3) Among relational bonds, only structural bond has significant impact on financial consultant loyalty, except financial bond and social bond; and (4) In offshore fund industry, relationship quality has no intermediary effect between relational bonds and financial consultant loyalty.