在觀光服務業高度競爭環境下，旅行社除了了解消費者實際消費行為之外，更應該關注消費者心理層面感受以提昇顧客忠誠度。本研究應用顧客關係管理（customer relationship management, CRM）進行旅行社顧客之消費者行為面與態度面忠誠度區隔分析，同時探討各種忠誠度類型消費者對於旅行社整體品質心理感受與偏好認知；本研究以香港旅行社顧客為研究對象（有效問卷為561份），並且建構專屬的分析構面與研究問卷。整體而言，承諾、誠信、滿意度與顧客忠誠度具有非常顯著正向關係；第二，本研究以行為忠誠與態度忠誠建構「型一忠誠」、「型二忠誠」、「型三忠誠」、「型四忠誠」等四種旅行社消費者類型，以及四種類型消費者對於承諾、誠信、滿意度構面具有顯著差異的心理感受與偏好認知。最後，根據研究結果分別提出未來研究建議與管理意涵。

In the highly competitive tourism market, travel agencies should understand guests’ consumption behaviors, and also pay attention to their psychological needs, in order to gain customer loyalty. In this study, we utilize cluster analysis to distinguish consumers loyalty types. We further examined the differences in the relationship quality of the relationship loyalty mode of the four groups of customers and conducted ANOVA for analysis. This study found that commitment, trust and satisfaction are significantly correlated with customer loyalty. The subjects of this study were divided into four types according to their behavioral loyalty and attitudinal loyalty (i.e., Type 1 loyalty, Type 2 loyalty, Type 3 loyalty, and Type 4 loyalty). There are significant differences in the psychological feelings and preferences of these four types of consumers in the dimensions of commitment, trust and satisfaction. Based on the results, this study proposed suggestions for future studies and managerial implications.