本文的研究方向是利用零售商（retailer）的會員（loyalty scheme）資料進行忠誠度（loyalty）的分析。在研究當中，促銷（promotion）被視為一個影響會員忠誠的主要影響因子，因此本研究主是探討零售商的促銷活動對會員忠誠的影響。

首先，在觀察期間的行為忠誠（behavior loyalty），本研究是利用Jones and Sasser（1995）所提出的基本行為（primary behavior）構面當作行為忠誠的衡量依據，然後利用零售業的會員資料作SAS統計分析。基本行為構面當中，本研究參照Hughes（1994）所提到的RFM顧客價值模型概念去作研究。另外，有關態度忠誠，本研究是採取態度忠誠（attitude loyalty）的問卷設計來探究會員在態度忠誠與行為忠誠兩者間是否有相關。其中問卷的設計包括了Jones and Sasser（1995）所提的另外兩個構面：再購意願（intent to repurchase）以及衍生行為（secondary behavior）。

因此，本研究旨在針對零售商的促銷活動以及會員忠誠作探討，希望藉此找出促銷（promotion）、會員制（loyalty scheme）、顧客忠誠（customer loyalty）三者的關聯，進而對實務界以及學術界產生貢獻。

This article is in order to research the consumer loyalty in retail industry by analyzing the member consumption data. Promotion is regarded as a main factor that will affect the member’s loyalty. So the main objective in this article is to see if promotion is a main factor that will affect member’s loyalty in retail industry.

First, in the observation duration, in terms of the primary behavior index that is published by Jones and Sasser（1995）and the concept of RFM model that is published by Hughes（1994）to analyze the behavior loyalty. And then using the SAS statistic tool to analyze the consumption data.

And then the relationship between attitude loyalty and behavior loyalty is analyzed by questionnaire. There are two dimensions in this questionnaire that is also published by Jones and Sasser（1995）: intent to repurchase and secondary behavior.

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