企業營運的目的在於運用有限的資源獲得利潤，顧客是企業的利潤來源，忠誠的顧客能帶來穩定的收益，而企業開發新客戶的成本遠高於留住原有顧客，如何建立顧客忠誠度指標並藉此管理顧客忠誠度為現今企業的重大課題。本研究藉由存活分析方法中的Cox比例風險模型，整合顧客的預後因子與消費行為、服務品質、顧客滿意度與轉換成本等問項衡量顧客流失機率，計算每位顧客相對於參考基準點發生風險的比率，建立顧客忠誠度指標，定義事件為顧客流失，以智慧型手機通訊產業為例，進行小規模實證研究。研究結果發現行動上網連線品質、預期與現實是否一致、顧客再次惠顧的意向以及顧客的年齡會影響顧客流失事件的發生，依照風險比率將顧客分組與排序，管理者能藉由顧客忠誠度指標的排序瞭解目前顧客忠誠度狀況。

The goal of the enterprise operation is to earn profit under limited resources. Customers are the source of the profit and loyal customers can bring stable income. Since the cost of finding new customers is much higher than retaining the existing customers, creating a customer loyalty index and then managing customer loyalty have become a major issue for business nowadays.
In this study, we propose a customer loyalty index by Cox proportional hazards model. Our method integrates customer prognostic factors, consumer behavior, service quality, customer satisfaction, and switching costs into our model to evaluate the probability of loss of customers. Let the loss of customer as the event, we calculate hazard ratio for each customer respect to a reference point. Our method is applied to a case from the smartphone service industry. The results showed that mobile connection quality, the gap between expectations and reality, the customer re-patronage intentions, and the age of customer may affect events of loss of customers. Finally, according to hazards ratio to group and sort the customers, the management will have a better view of current distribution of customer loyalty.

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行政院勞工委員會 (2012)。電信業 - 行政院勞工委員會。線上檢索日期：2013年7月5日。網址：http://www.cla.gov.tw/site/business/41761dc1/ 438a9c16/4e1cf97c/ 4e1cfca9/files/AH03.doc
財團法人中華民國消費者文教基金會 (2012)。手機上網 比快！臺灣3G無線上網速度分析。線上檢索日期：2013年7月5日。網址：http://www.consumers.org.tw/unit412.aspx?id=1600