近年來，消費者的忠誠度日漸下降，轉換行為變得習以為常，許多企業不斷積極的招募新顧客，卻忽略了在積極招募新顧客的同時，其實，維持現有顧客的關係，會比吸引新顧客更有效果，企業更應重視的是顧客的保留。目前，提供「會員制服務」的企業逐漸增多，顧客與企業間存在著一個會員契約關係，這對企業而言是一個潛在利多的消息，因為企業擁有更多的機會進行會員保留的工作。
本研究以會員制產業之『會員保留』作為本研究的研究主題，以顧客關係知覺、轉換障礙及預期因素三大角度切入，利用實證研究分析會員保留的影響因素，探討會員在面臨要決定與服務提供者之間關係的存續時影響其繼續彼此關係之因素，以發展出一個完整且適用於會員制產業的會員保留模式，期望對於企業在經營及行銷策略規劃上有所貢獻，進而與會員建立永續經營的關係。

In recent years, membership programs have stood a prime position among marketing tools, member retention has become one of the major challenges for managers of membership programs since customer’s switching behavior is common. Studies show that retaining existing customers is 6 times less expensive than acquiring new ones; if firms can reduce customer defections by as little as 5 percent, in some circumstances, they can double profits. This study focused on member retention and developed a conceptual model to probe factors influencing member retention, including customer relationship perception, switching barrier, and future consideration. Results showed that these factors have significant impact on member’s retention intention.

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