在今日全球競爭激烈的商場上，如何提升顧客的忠誠度，已經成為企業永續經營的關鍵點。由Reichheld (2003) 所提倡用來衡量顧客忠誠度的活廣告計分法，在西方企業界非常的流行，主要原因為衡量方法簡單，且與企業的獲利成長互相連結。本研究的主要目的為解釋在台灣，要如何應用活廣告計分法，來衡量品牌產品的顧客忠誠度。本研究選擇珍珠奶茶店和品牌筆記型電腦，來當作研究品牌產品。首先，本研究會驗證活廣告淨值與顧客忠誠度的關聯性；接著，會從活廣告淨值的角度，探討不同特性的產品品牌之顧客忠誠度的差異；最後，會透過分群，探討推薦或詆毀顧客所屬的族群傾向。

根據研究結果，活廣告淨值確實是一項很適用的忠誠度指標。此外，本論文為企業建立一套研究模式，來使企業了解自己目前在產業裡相對的活廣告淨值位置，一旦企業判定哪個競爭者可當作標竿，就可開始針對這些競爭者從事更詳細的競爭者分析。最後，企業可根據市場區隔和交叉分析，聚焦於推薦或詆毀顧客所屬的族群傾向，為每一族群來開發價值主張和研擬行銷組合策略。

In the globally competitive business world, how to enhance customer loyalty is become the key point of long-run survival for businesses. Net promoter score (NPS) is a loyalty metric which was introduced by Reichheld (2003). It has gained popularity in the Western businesses thanks to its simplicity and its linkage to profitable growth. The primary goal of this study is to explain how to use NPS to rank the customer loyalty of some branded products in Taiwan. This study picks up bubble milk tea and notebook as research branded products. The first objective is to test the relationship between NPS and customer loyalty. The second objective is to discuss the differences of product brands. The third objective is to discuss the tendency of segments of promoters and detractors.

According to the research results, NPS is the proper loyalty metric in Taiwan. In addition, this paper builds a research model for a business to understand its relative NPS position. Once a business has identified which competitors are benchmarks, the business can begin to engage in a more detailed analysis of these competitors. Finally, a business can focus on the groups’ tendency of promoters and detractors through market segmentation and cross analysis. A business can develop a value proposition and propose marketing mix strategy for each segment.

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