零售業在面對經濟環境的改變，如何在資源有限情況下，吸引消費者目光，提供滿意的服務品質，對業者應如何得到有效的科學數據與分析。因此，本研究目的主要在了解並探討，將消費者以關係行為忠誠與關係態度忠誠做區分，藉此可能區分出不同類型之消費者，在依個人偏好認知程度差異作為研究方向，探討不同忠誠度類型消費者在誠信、承諾與滿意度即關係品質上的重視程度，提供零售業業者或從業人員依不同需求消費者給予具有差異化的行銷策略模式，以提高顧客對於零售業忠誠行為。
本研究透過郵寄與催收方式，以有消費紀錄的一般消費者為填答問卷受訪者，預計發放700份問卷，收回有效問卷650份（回收率92.9%）。
根據統計研究結果顯示，依關係行為忠誠與關係態度忠誠可建構四群具有差異類型之消費者，分別命名為『絕對忠誠』、『高度忠誠』、『低度忠誠』、『非忠誠者』，其中承諾、誠信與滿意度在四群消費者中也各有差異，且忠誠度愈高者其關係品質也相對較高。因此，建議零售業者應該針對不同消費者建立及增強買賣雙方之關係品質，取得消費者信賴，最終讓消費者成為忠實顧客。
Retail trade in the face of changes in economic environment how to attract consumers attention in the case of limited resources and provide satisfactory service quality, how to get the valid scientific data and analysis on the industry. Therefore, the purpose of this study is to understand and explore, do distinguish between consumer loyalty and relationship behavior relationship attitudinal loyalty to distinguish different types of consumers, according to personal preferences awareness level differences as we examine the different loyalty degree types of consumers in the integrity, commitment to quality with satisfaction that relations emphasis, retail industry or employees be given according to the different needs of consumers with differentiated marketing strategy mode, in order to improve customer for retail loyalty behavior.
This study through a mailing and collection to the general consumer consumption records completed the questionnaire respondents expected 700 questionnaires were distributed and 650 valid questionnaires (response rate 92.9%)
According to the statistical findings, Relationship of acts of loyalty and relationship attitude loyalty construct four groups with differences in types of consumers, were named as “absolute loyalty” and “a high degree of loyalty”, “loyalty”, “indifference loyalty”, which commitment, integrity and satisfaction varies in the four groups of consumers, and the higher the loyalty of their relationship quality is relatively high. Therefore, it is recommended that retailers should be established for different consumers and enhance the quality of the relationship between buyers and sellers, to obtain the trust of consumers, and ultimately consumers become loyal customers.
