由於今日顧客的忠誠度極易發生動搖，加上失去顧客的代價遠大於獲得顧客的代價，因此，企業如何與顧客建立與維持良好的關係，獲得顧客的信任、承諾，最終獲得顧客的品牌忠誠，則成為企業刻不容緩的重要課題。本研究的重點將放在能夠獲得消費者「行為忠誠」的忠誠方案上，以行動電話系統商續約方案的型式呈現，透過聯合分析法來找出消費者在選擇忠誠方案時所考量因素的優先順序。本研究主要在探討不同的顧客特徵如關係導向、人口統計變數、使用頻率對忠誠方案的選擇如何造成影響。不同的顧客在選擇忠誠方案時，各要素的偏好順序有何差異，並進而影響到最終的方案選擇。本研究之忠誠方案乃根據O’Brien and Jones所提出的忠誠方案要素加以設計；除了現金價值(Cash value)、選擇的空間(Choice of redemption options)情感價值(Aspirational value)、相關性(Relevance)之外，本研究另外加入「會員資格」作為欲探討的要素之一。本研究所獲得的實證結果如下： 1. 顧客關係導向區隔之實證結果：交易型：金錢價值>年約>選擇空間>享樂價值>會員資格 B. 關係型：年約>金錢價值>會員資格>選擇空間>享樂價值 2.人口統計變數與使用頻率區隔之實證結果 A. 女性、30-40歲、從事商業/服務業、重度使用者、高收入的消費者均重視「年約」勝過於「金錢價值」。 B. 除了關係型以及從事商業/服務業的消費者以外，其他區隔方式中的消費者，都將「會員資格」視為最不重要的屬性。 3.以重視之屬性為區隔之實證結果 A. 學生、低收入、輕度使用以及交易導向的消費者重視「金錢價值」勝於「年約」，而非學生、高收入、重度使用以及關係導向則較重視「年約」。 B. 在「享樂價值」以及「選擇空間」兩群中，人口特徵相類似，只是在「享樂價值」群中的男性較多，而在「選擇空間」群中的多為女性。 關鍵字:忠誠方案、品牌忠誠、品牌信任、品牌承諾 / The unsteadiness of customer loyalty and the huge expense of losing a existing customer have made it an important issue to build up and maintain the good relationship with customers, to earn the trust, commitment, and brand loyalty ultimately. Therefore, this research will focus on the loyalty program which can improve the customers’ “behavioral loyalty”. First, this research will use the extending program provided by mobile phone system company as the loyalty program. Second, use the conjoint analysis to figure out customers’ preference toward the factor of loyalty program. This research confer the effect of different customer trait (relationship oriented, demographic statistics, the frequency of using the mobile phone) makes toward the preference of loyalty program, since different customers will have different preference for factors while choosing the loyalty program. The loyalty programs in this research are designed according to the research of O’Brien and Jones. In addition to the four composing factors from O’Brien and Jones: cash value, choice of redemption options, aspirational value, relevance, this research will add the” membership” into the factors to design the loyalty program. The practical results of this research are as following. 1. Relationship-oriented as the segmentation: A. Low relationship-oriented customers: cash value> relevance>choice of redemption options> aspirational value> membership B. High relationship-oriented customers: relevance> cash value> membership> choice of redemption options> aspiration value 2. Demographic statistics and frequency of using the mobile phone as the segmentation: A. Female, age30-40, working in business/ service industry, heavy user, high salary customers prefer relevance to cash value. B. Except for the customers who are high relationship-oriented and working in the business/ service industry, other segment of customers consider the membership as least important factors. 3. Preference for factors as the segmentation: A. Student, low salary, light user and low relationship-oriented customers prefer cash value to relevance. Non-student, high salary, heavy user and high relationship-oriented prefer relevance. B. In the segment of “aspirational value” and “choice of redemption options”, the customer traits are similar, the only difference is that there are more men in the “aspirational value” then in the other, and the majority is women in the segment of “choice of redemption options.” Key word: loyalty program, brand loyalty, brand trust, brand commitment