顧客獲利力是公司成敗的最終決定因素（Beasty 2007)。因此，若能瞭解顧客層級獲利力的影響因素，不但對於公司在選擇顧客（顧客區隔）、取得顧客、維繫顧客與增長顧客關係等方面的行銷決策皆有所幫助。對於非財務性績效指標的設計也有莫大的助益。本文的研究發現，顧客忠誠度與顧客獲利力呈正向關係，顧客購買自有品牌數、3C產品數、退貨數與交叉購買產品數皆與顧客獲利力呈負向關係。在交互效果方面：多重通路與交叉購買產品數為正向關係，多重通路與購買次數為負向關係，多重通路與退貨數則為正向關係。 Profitability is the ultimate determinants of a company’’s success or failure (Beasty 2007). So, if companies understand the determinants of customer profitability, can help them set the better marketing strategies and improve the profitability. Maintaining multiple channels of transaction with a customer is considered essential for sustained growth in the current competitive environment (Wind and Mahajagn 2002). Based on a TV shopping case, the results show the numbers of Private brand, the number of cross buying products, the numbers of electronic products, and the numbers of return are negative impact on customer profitability; the number of purchase is positive impact on customer profitability. The interaction effect between multichannel and the number of cross buying products, and the interaction effect between multichannel and the numbers of return are positive impact on customer profitability. The interaction effect between multichannel and the numbers o of purchase is negative impact on customer profitability.
