本研究以台灣零售業百貨公司爲主體，探討影響實際顧客惠顧之變數，以探索性因素分析及二階段驗證性因素分析，找出產品品質相關因素及服務品質相關因素，及顧客居住地區共三類自變數分別與顧客惠顧做類別回歸分析。結果發現顧客居住地區與顧客惠顧是正向顯著關係，是三類自變數中影響力最強，其次是服務品質相關因素，而產品相關因素不顯著。服務品質相關因素以停車方便與優惠因素及通道電梯標示因素是正向顯著關係，服務氣氛休息區因素是顯著負向關係，且由重要性結論推論出便利性是決定顧客來店頻率高低的真正原因，本研究發現有助於零售業惠顧行爲的理論發展與實務策略之應用。
This study takes successful quality department stores in Taipei as an example for in-deep interview study and investigation on its actual customer patronage. All samples are divided into two groups randomly, aiming at abstracting out the product quality relevant factors and service quality relevant factors through exploratory factor analysis and second-stage confirmation factor analysis. Moreover, by adding customer residence districts variable to the third independent variable, the three independent variables are analyzed together with the dependent variable, patronage, through categorical regression analysis. This study finds out the customer residence area is positively and strongly affecting customers' patronage, service quality relevant factors rank second, but product quality relevant factors is not significant. Among the service relevant factors, convenient parking and premium factor, and the entrance, elevator, and signs factor are positively related with patronage, while service, atmosphere, resting area factor is negatively related with patronage. Among the relevant factors of the product is nothing to do with patronage. This research infers "convenience" is the insight why consumer goes to visit the store more often. The results of this research are contributed to the literature development and practical applications.
