本研究主要是以感知利益、涉入程度、關係投資認知、品牌關係品質（包含關聯度與合作關係質量）、忠誠度，這幾個構面所組成的研究架構來探討航空公司會員忠誠計劃，並期望透過研究結果能發現構面間的影響因素與關聯性。研究方式是以網路問卷進行調查，共發放問卷1000份，有效回收740份。資料分析方式採用敘述統計分析、信度分析、效度分析與運用SPSS AMOS 17.0進行結構模式分析，實證結果如下： （1）感知利益包含省錢因素、探索因素、娛樂因素、識別因素與社會因素，其中識別因素、社會因素與關係投資認知均有顯著的正向關係，省錢因素、探索因素、娛樂因素反而沒有正向關係，這顯示出航空公司會員忠誠計劃的顧客群較傾向於頂級客層，會員希望受到航空公司重視、提高優越感與獲得地位提升。 （2）關係投資認知與品牌關係品質（包含關聯度與合作關係質量）之間有顯著的正向關係，品牌關係品質與忠誠度之間亦有顯著的正向關係，這顯示出構面間相互影響，需要共同提升才能有效建立顧客忠誠度。 （3）高涉入程度對感知利益中的省錢因素有顯著正相關，這與不加入涉入程度干擾變數的實證分析不同，顯示出高涉入程度的顧客在選擇航空公司過程中，需要主動了解航空公司的各項規定與知識，才能做出最終決策。 This research aims at discussing the dimension effects and relatedness on Perceived Benefits, Involvement, Perceived Relationship Investment, Brand Relationship Quality (including Connection and Partner Quality) and Loyalty through in loyalty program of airlines frequent flyer. Network questionnaire survey was used as a major method to the research. Therefore, a total of the 1000 questionnaires were sent out, and 740 valid questionnaires were returned. Data were analyzed by descriptive statistics, reliability analysis, validity analysis and the statistic software SPSS AMOS 17.0. The major findings of this research were presented below: (1)Perceived Benefits including Monetary Saving, Exploration, Entertainment, Recognition and Social. All routes got a positive significance besides Monetary Saving, Exploration and Entertainment to Perceived Relationship Investment. It shows that the customer group of airlines frequent flyer loyalty program will tend to the top level of customer. The frequent flyer members hope to be respected from airlines, to get superiority and to raise the status. (2)Perceived Relationship Investment got a positive significance to Brand Relationship Quality (including Connection and Partner Quality). Brand Relationship Quality got a positive significance to the Loyalty as well. It shows that different dimensions affect one another. To establish customer loyalty, each dimension should be enhanced. (3)High Investment got a positive significance to Monetary Saving in Perceived Benefits. The findings of research is different form the results containing the Investment of Moderating. It shows that the high investment customer group in buying tickets will actively collect the information of the airlines to make the final decision.
