本研究以策略聯盟為研究主題，探討關係利益、關係管理、關係維繫等構面對關係品質、關係拓展及聯盟忠誠度之影響。 本研究以問卷調查法為主要研究工具，以嘉義地區民宿及旅館業者為對象，共發放55份，回收有效問卷為42份。使用的統計方法有描述性統計、因素分析、信度分析、單因子變異數分析、相關分析等。 研究結果如下：1、關係利益會正向影響關係品質、關係拓展、聯盟忠誠度。2、關係管理會正向影響關係品質和關係拓展。3、關係品質會正向影響關係拓展。4、關係拓展會正向影響聯盟忠誠度。其中聯盟福利為關係品質的最大影響因素，滿意度管理為關係拓展的最大影響因素，而關係拓展為聯盟忠誠度的最大影響因素。 The research is focuses on strategic alliances. The purpose is to explore the essences of relation profit, relation management, and relation maintain and its influence on relation quality, relation developes, and alliance loyal. An empirical research is undertaken for the accommodation and hotel in Chayi. Provide 55 samples, a total number of 42 samples are obtained. The analysis methods of the research are Descriptive Statistics Analysis, Foctor Analysis, Reliability Analysis, One Way Anova, Correlation Analysis. We concluded the 1、relation profit has positive effect on relation quality, relation developes, and alliance loyal. 2、relation management has positive effect on relation quality, and relation developes. 3、relation quality has positive effect on elation developes. 4、relation developes has positive effect on alliance loyal. Alliances profit is the maximum key factor to relation quality. Satisfied management is the maximum key factor to relation developes. Relation developes is the maximum key factor to alliance loyal.
