While the competition of globalization, cyberization and bancassurance are getting intense, it is essential for life insurance industry to understand customers' needs, to provide customized and better quality service for maintaining customers' satisfaction and loyalty, and to further reach CRM efficiency. Therefore, the convenient sample of this study was focused on life insurance policyholders in Taiwan and the methodology was designed as questionnaire to explore the correlations among customer orientation, relationship quality and customer loyalty. The results finally find out: (1) Customer orientation positively affects relationship quality. (2) Relationship quality has significantly positive influence on customers' attitude loyalty and behavior loyalty. (3) Customers' attitude loyalty also has significantly positive influence on customers' behavior loyalty. (4) Relationship quality had mediated influences on customers' behavior loyalty via customers' attitude loyalty. (5) Customer orientation mostly had mediated influences on customer loyalty through relationship quality.