忠誠方案是推行關係行銷所必須執行的一個重要步驟，但是不論是在學術研究或是企業實務的運用都存在了一些缺口，而這一些缺口都是因為忠誠方案並沒有一個完整的分析架構。因此本研究透過文獻的整理，建構一個分析忠誠方案的架構，並且分析架構中的方案價值元素對關係品質與顧客忠誠度的影響，並進一步探究顧客購買決策涉入程度的不同是否會對之間的關係有調節的作用，並以適合推行關係行銷的通訊產業作為研究的標的產業。

而結果發現，對通訊產業而言，「經濟價值」、「選擇性價值」、「相關性」與「社會利益」都會對關係品質與顧客忠誠度有正向的影響，但影響的程度會有不同，顧客比較重視「經濟價值」與「相關性」等較為實際的利益與成本，透過在方案加強「經濟價值」與「相關性」的水準可以有效的提高顧客忠誠度，但是這樣的忠誠度卻只是短期的忠誠，因此企業若是想要與顧客有更高的關係結合層次，就必須重視「社會利益」，因為透過社會結合可以建立較穩定的顧客忠誠度，而這樣的結果也證明了不同的方案價值會有不同的效果，透過這個架構的分析可以幫助企業了解哪一些價值才是在方案設計時應該重視的關鍵因素，這也直接說明了本研究所整理的架構之有效性。

“Loyalty Programs” is a necessary and important step in the formation of relationship marketing. However, not only been applied in practice but also been researched by academia, there are still some gaps because of lack of a complete frame to analyze the vales of the loyalty programs. Therefore this research aims to fill-in the gaps that past practice and academics have failed by providing a conceptual frame by studying related literatures of loyalty programs and takes advantage of the frame to analyze the relationships among those values, relationship quality and customer loyalty in the telecom industry.

The results of this study find that four values of nine values in the frame, including “economic value”, “choice of redemption options”, “relevance” and “social benefits” will influence relationship quality and customer loyalty in the telecom industry. However, customers still care more about economic value and relevance. The corporations in the industry can increase customer loyalty by designing high level of economic value and relevance. But if those would like to build higher level of relationship with the customers, they have to take advantage of social benefits through which to build strong and long customers loyalty. Therefore through this frame, the corporations can realize which value they should attach importance to. The results also prove the effectiveness of the loyalty program conceptual frame.

第一章 序論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6

第二章 文獻探討 7
第一節 關係行銷與忠誠方案 7
第二節 關係品質 31
第三節 顧客忠誠 41
第四節 顧客涉入 45

第三章 研究方法 49
第一節 研究架構 49
第二節 研究假設 50
第三節 變數之操作性定義與問卷設計 56
第四節 前測與抽樣設計 62
第五節 資料處理與分析方法 67

第四章 資料分析與結論 69
第一節 問卷信度分析 69
第二節 樣本基本結構 71
第三節 「忠誠方案價值」與「顧客忠誠」之分析 73
第四節 「忠誠方案價值」與「關係品質」之分析 76
第五節 「關係品質」與「顧客忠誠」之分析 83
第六節 「顧客涉入」之調節效果 86

第五章 結論與建議 92
第一節 研究結果與管理意涵 92
第二節 對企業經營者的建議 96
第三節 研究限制 99
第四節 對後續研究之建議 100

參考文獻 101
一、中文部分 101
二、英文部分 103



附錄 108
一、正式問卷 108
二、情境操弄確認前測問卷 126
三、精神價值控制前測問卷 126

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