國際精品業在現今的品牌眾多選擇環境下，如何提升消費者購買意願以及如何提供令顧客滿意的服務，並獲得有效的科學數據和分析，藉此提升消費者的購買意願，為本研究之目的。為能了解顧客忠誠度類型，本研究以關係行為忠誠和關係態度忠誠度為指標來區分不同類型的顧客忠誠度類型，本研究的第二個重點為分別探討這四種不同顧客忠誠度類型顧客分別對於雙方關係品質的不同偏好，亦即顧客對於精品業者在服務過程中所提供誠信、承諾與滿意度之認知。藉此提供精品業者可以針對不同類型顧客提供適合及保持良好的關係品質，最終建立長久顧客忠誠度關係。國際精品業者應分別對不同類型顧客建立專屬的行銷活動，以獲得消費者的青睞，成為忠誠長久的顧客。
The concept of loyalty is best explained as a composite of both behavioral and at-titudinal aspects. It can be divided into 4 types of customer loyalty: absolute loyalty, highly loyalty, low loyalty, and no loyalty.
This study provides more explanations to the recognition of relationship quality on customer loyalty through three level of relationship quality: Commitment, Trust and Satisfaction.
In Addition, this study aims to illustrate how recognition in relationship quality composite customer loyalty in International Luxury Brand. Relationship quality as a higher construct comprising Commitment trust, and satisfaction are three crucial ele-ments that needs to be addressed in order to achieve premium relationship quality.
The main question to be addressed: How does relationship quality influence both aspects of customer loyalty? Which relationship quality dimensions influence each of the components of customer loyalty? This study selects the international luxury brands in Taiwan and targets consumers who have made purchase from a international luxury brand in Taiwan. Questionnaire and online survey as method of data collection for this study.
