本研究以問卷調查的實證研究方式，輔以專家訪談之質化資料，探討品牌形象、知覺風險、知覺價值與顧客滿意度對顧客忠誠度之關係研究 - 以富蘭克林基金為例。為達成各項研究項目的，本研究以台北市都會區的投資大眾為抽樣對象，並採用雪球抽樣法進行實證資料的蒐集。同時，本研究發放200份問卷，回收有效問卷151份，問卷回收率為85.00%。
此外，本研究採用敘述性統計分析、因素分析、信度分析、效度分析、迴歸分析、獨立樣本t檢定以及單因子變異數分析進行統計分析，茲將研究結果發現彙整所示：
1.品牌形象對顧客滿意度有正向顯著影響。
2.品牌形象對顧客忠誠度有正向顯著影響。
3.知覺風險對顧客滿意度有負向顯著影響。
4.知覺風險對顧客忠誠度有負向顯著影響。
5.知覺價值對顧客滿意度有正向顯著影響。
6.知覺價值對顧客忠誠度有正向顯著影響。
7.顧客滿意度對顧客忠誠度有正向顯著影響。
8.消費者的職業在品牌形象、知覺風險與顧客滿意度上均有顯著的差異。同時，消費者的平均月收入在顧客忠誠度有顯著的差異。

Through the method of questionnaire survey and in-depth interview of professional, this study examined the relationships among brand image, perceived risk, perceived value, customer satisfaction on customer loyalty, - an example of Franklin Fund. In order to achieve research objectives, this study used Snowball Sampling with target subject group of local residence in Taipei. A total of 200 copies of questionnaire survey were sent out, and collected 151 valid questionnaires, the return rate was 85.00%.
On the other hand, the collected 151 valid questionnaires had been thoroughly analyzed by descriptive statistics analysis, factor analysis, reliability analysis, validity analysis, regression analysis, random sample t test and One-Way ANOVA. The results of this study were summarized as follows:
1.The brand image has a positive significantly on customer satisfaction.
2.The brand image has a positive significantly on customer loyalty.
3.The perceived value has a negative significantly on customer satisfaction.
4.The perceived value has a negative e significantly on customer loyalty.
5.The perceived value has a positive significantly on customer satisfaction.
6.The perceived value has a positive significantly on customer loyalty.
7.The customer satisfaction has a positive significantly on customer loyalty.
8.Consumers’ with different occupations show significant differences in brand image, perceived risk and customer satisfaction. Meantime, average income of consumers’per month also show show significant differences in customer loyalty.

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