The development of internet is creating intense competition in social network sites nowadays. How to conduct users¡¦ loyalty to social network sites gradually becomes an important issue to operate long-term social network sites. The study attempts to examine how consumers¡¦ utilitarian value, hedonic value and social value affect their loyalty. Furthermore, this study examines whether the relationship is mediated by gender difference. The model and relationship are tested and validated by using PLS and data collected from 200 people having facebook accounts in Taiwan. The results shows that loyalty is strongly affected by utilitarian value, hedonic value and social value. We also find that the difference of gender has positive influence on hedonic value and loyalty and negative influence on social value and loyalty. The implication for research and practice are also discussed.

The purpose of this study is to understand the service quality, customer satisfaction and loyalty of Kaohsiung Harbor Cruises.This study also discuss the differences between public harbor cruises and and private harbor cruises in the three variables. In this study, 22 items of SERVQUAL model to assess the quality of service, and further analysis of the harbor cruises operators to the IPA (Importance-Performance Analysis) to propose management recommendations for improvement. Overall, the tourists give a satisfactory evaluation of service quality,customer satisfaction and loyalty generally on harbor cruises ,but the performance of public and private are slightly different. The results showed that public harbor cruises only have 6 items in quality of service better than private harbor cruises, and in "overall customer satisfaction", "fares satisfaction", "the value of the fare", "take a willingness","recommended the will¡¨of another factor of 22 such projects,the scores are lower than the private harbor cruises industry. This phenomenon may be related to higher ticket prices of public harbor cruises.When the higher fares, customer expectations the higher service quality, but the industry can not meet their needs. The projects under the IPA analysis results, the public business should improve the "catering services on board", "diversity of explanations professional "," onboard navigation", and private industry should give priority to improving the project as a "convenient transportation to the pier". Existing tour-boat operators by key operations for each fragmented marketing. This study suggests that the harbor cruises trip should actively promote the joint marketing promotional practices, cross-industry alliance, and continue to improve service quality factor,visitors revisiting willingness and the willingness of recommend,let this educational and recreational tourism industry in Kaohsiung Harbor can be sustainable management.

In rural destinations, community festivals and events displaying agricultural and livestock exhibits with a combination of entertainment activities are one of the heritage attractions that draw large numbers of visitors. They have not only provided an economic stimulus along with social and cultural benefits to these small communities, but also played a role in increasing the tourism appeal to nonlocal visitors. Considering the significance of a rural community festival to its hosting local residents and out-of-town visitors, attracting and keeping a flow of visitors has been of great importance for both the festival organizers and destination marketing organizations. In this respect, identification with and retention of loyal visitors who are psychologically committed to the festival are a practical means for ensuring a consistent number of visitors to that festival and its hosting community. The present study examined how festival visitors' develop loyalty to festivals and hosting communities through the affective and psychological processes within the Mehrabian-Russell (M-R) model. Specifically, this study explored how emotions engendered through tourism product consumption influence visitors' psychological attachment, evaluations of their festival and place experiences, and loyalty in a festival context. The study further examined if festival visitors' positive experiences could have an influence on their preference of festival communities. Through an onsite and follow-up mixed-mode survey, data were collected during Spring/Summer 2008 from visitors to three community festivals in Texas. Data analysis was performed using structural question modeling (SEM). The study findings provided empirical evidence in support of the M-R model within the festival contexts. The study results revealed that festival atmospherics had a positive indirect effect on festival loyalty via positive emotions, festival commitment, and festival satisfaction, which in turn positively influenced place loyalty. Additionally, the findings in this study provided empirical support for the applicability of product consumption emotions to visitors' emotions generated from tourism product consumption situation specific to the festival contexts. The findings of the study have theoretical and practical implications. For theory, these findings offer support for the M-R model within festival context. The model's focus on emotional response to environmental stimuli is an important addition to established cognitive-based models of loyalty development processes. For practice, the study offers some guidance for festival organizers and destination marketing managers for developing effective marketing strategies that focus on the festival atmospherics that ultimately retain and attract new festival goers.

Abstract Car Insurance is the largest part of source of revenue for property insurance companies and is accounted for 50-60% of the revenue of total property insurance. In 2002, the total premium revenue for the industry is NT$48.532 billion, hence is closely related to the survival, growth and profit of the industry. Therefore, all the property insurance companies place their effort in this type of programs. The paper subjected the consumers of car mandatory insurance to investigate the subscription decision of consumers by applying concepts, techniques and loyalty in customer relationship. The statistical methods employed in this paper are logistic regression and multiple regression and the Excel and Sas computer package software are used to analysis, investigate and infer the probability and subscribing amount of general consumers in subscribing car 3rd party liability coverage based on variables including age, sex, living area, marital status, age of car, level of educations, renewed years and the car insurance premium. The findings of this research are as the following: 1. The logistic regression analysis indicates that the decision on subscribing car liability insurance is not affect by the status variables, except level of education, and is not affected by age, sex, marital status and living area. 2. The logistic regression analysis also indicate, in the transaction data statistical variables, the decision of subscribers of mandatory car insurance in subscribing car liability insurance is significantly different in age of car, years of subscribing car liability insurance and marketing channel. 3. The linear regression analysis indicates that in the decision for amount of car liability insurance will not be affected by the status variables, except level of education, and is not affected by age, sex, marital status living area. 4. The linear regression analysis also shows that in the transaction data statistical variables, the decision in of subscriber of mandatory car insurance in subscribing car liability insurance is significantly different in age of car, years of subscribing car liability insurance, but not the marketing channel. 5. Multiple regression conducted on the basis of the above analysis has come up with the following outcomes: The age of car and the year with car liability coverage have significant effect on whether to subscribe and the amount subscribed. Therefore the regression equation is established as the following: 3rd Party Liability Insurance Premium = - 10551 + 128 car age + 740 car liability insurance subscribed years. Key Words: Customer Relationship Management, Loyalty, Mandatory Car Insurance, Car Liability Coverage.

In the global economic development, mostly, the output values of the service industries in advanced countries have accounted for more than 60% of the GDP. In recent years, owing to the prosperous development of the service industry in Taiwan, according to the statistics of Directorate General of Budget Accounting and Statistics, Executive Yuan, in 2002, the GDP of service industry has accounted for 67.0% of that of the entire industries. This speaks for the importance of service industry in national economic development. According to the analysis of the World Tourism Organization for 2000, ¡§tourism¡¨ has become the primary source of many countries in earning foreign exchange. In terms of the foreign exchange earnings of the countries over the world, tourism income has accounted for 8% of the said earnings. This indicates that the tourist hotels industry which provides the functions such as accommodation, food & beverage, recreation, and entertainment could be considered the service industry with great developmental potentiality. The guests of Guan-zi-ling Toong Mao Spa Resort were invited to participate in this research survey for investigating the customer satisfaction towards the room service quality of resort hotels. Totalizing 440 questionnaires were sent out, and 233 returned (a response rate of 52.96%), from which 222 were valid (a valid response rate of 50.46%). After analyzing the data with reliability analysis, descriptive statistics, difference analysis, and correlation analysis, the following findings were concluded: (1)Room service is taken by the guests as the major factor in choosing resort hotels, among which the cleanness of bed sheet, blanket, and pillow; the cleanness of guestrooms environment and facilities; the facilities functions of guestrooms and baths; the cleanness of bath environment and facilities; and the neatness and sufficiency of guestrooms and baths facilities are especially valued. (2)There are significant differences in the expected service valued by various guests towards different dimensions: the guests of various education levels, occupations, and family incomes towards the operator; the guests of various ages, family incomes, and places of dwelling towards room reservations; the guests of various ages, occupations, and places of dwelling towards front desk service; the guests from various places of dwelling towards service center; and the guests of various occupations, family incomes, and places of dwelling towards room service. (3)There are significant differences in the perceived satisfaction of various guests towards different service dimensions: the guests of various ages and places of dwelling towards the operator; the guests of various education levels and family incomes towards room reservations; the guests of various occupations towards front desk service; the guests of various occupations, family incomes, places of dwelling towards service center; and the guests of various ages and places of dwelling towards room service. (4) There are significant differences in the guests of various ages, occupations, and places of dwelling towards the entire satisfaction of service quality; and in the entire customer loyalty of the guests of various ages, education levels, occupations, and family incomes. (5) There are significant relations between the customer satisfaction and customer loyalty of Guan-zi-ling Toong Mao Spa Resort. Finally, concrete suggestions were proposed as the references for the business, administrative organizations of tourism, and follow-up researches.

The customer is the most important resource for enterprises. Fonvielle thought customer satisfaction is the essential element of success for a business to continue operating forever in the competitive market. Researches indicate obtaining a new customer costs about five times more than keeping existed ones. If a company can reduce the rate of losing customers 5%, then it can enhance the profit 25% to 85%. Therefore, in order to boost the profit, enterprises should strive for raising customer satisfaction and loyalty. In accommodating for the implementation of National Health Insurance and the rapid changes of the whole environment, the health care industry has started to emphasize on health care management to increase customer satisfaction and loyalty by strengthening service quality and service recovery. The criteria of customer satisfaction and loyalty have been verified in other industries; however, there are relatively less studies in health care field. This research used PZB¡uSERVQUAL scale¡vas the matrix of its service quality scale and the six constructs of Boshoff¡¦s satisfied factors of service recovery as its service recovery scale. The questions of customer satisfaction part came from Taiwan College of Healthcare Executives¡¦ THIS satisfaction survey toward outpatient services. Besides the concept about which patients¡¦ loyalty is a kind of behavioral intention broached by Peltier (1999), the consideration of financial factors was added when framing the questions of customer loyalty part. The structure of this research was constructed by discussing the relationship among service quality, service recovery, customer satisfaction, customer loyalty, and background information. The result of this research discovers that perceptive service quality has a positive relationship with customer satisfaction and customer loyalty. The factors of perceptive service quality can explain 58.1% variation of customer satisfaction and 41% variation of customer loyalty, which means perceptive service quality, has a significant influence on customer satisfaction and loyalty. The effect of perceptive service recovery on customer satisfaction and customer loyalty is also significant; the factors of perceptive service recovery can explain 38.1% variation of customer satisfaction and 38.2% variation of customer loyalty. Furthermore, the finding shows a positive relationship between customer satisfaction and customer loyalty themselves; the former can explain 35.9% variation of the latter.

Recently, tourism has become one of the most potential industries in the world. According to preliminary results presented by the United Nations specialized agency, the World Tourism Organization (UNWTO) the number of international tourist arrivals recorded worldwide grew by 5.5% and exceeded 800 million for the first time ever. However, under the competitive environment, the best way to keep competitiveness is to make customer satisfaction and loyalty. This study focuses on the relationships among self-congruity, functional congruity, customer satisfaction and loyalty. However, different from past researches which collect data only after actual travel without considering other possible factors, present study incorporated the concept of ¡§ex-ante¡¨ and ¡§ex-post¡¨ self-image congruity and probed their effects on tourism satisfaction. Ex-ante self-image congruity are formed before actual travel; and after travel, tourist¡¦s perception will become ex-post self-image congruity. The author applied a two-stage research design collecting relevant data before and after travel. The empirical results showed that both ex-post self-image congruity and functional congruity have direct positive effect on satisfaction, and functional congruity also partially mediated self-image congruity¡¦s effect. The author also found multiple roles of ex-ante self-image congruity on satisfaction. As a kind of expectation, ex-ante self-image congruity has negative relationship with satisfaction; and possesses moderating effect as a possible motivation driver. Theoretical discussion and managerial implications are supplied.

Loyalty program, which is to encourage frequent purchasing and to maintain customer long-term relationships, has become a key marketing tool in various industries. The framework of the program is to provide reward incentives based on the cumulative purchases for certain products or services. Researches show that the cost of customer retention is approximately six times lower than that of customer acquisition. Although the importance of such program rises, few researches are made related to the topic. Thus, this study is aimed at exploring the relationships between loyalty effort requirement and reward incentives in order to provide better and more efficient loyalty programs for enterprises. The effects of effort requirement on consumer preferences towards loyalty program rewards are evaluated. In addition, monetary cost acts as moderator is added in to examine the moderating effect. A 2x2 between-subject experimental design with approximately 259 sampling subjects is adopted in the study and the results are analyzed by One-Way ANOVA aided by SPSS software. The results of this study are as follows: (1) Increasing the effort requirement of loyalty programs will increase consumer preference for hedonic rewards rather than utilitarian rewards. The reason for this is that long streams of effort required for loyalty programs may serve as reasons to justify and reduce the guilt for hedonic rewards selections and consumptions. (2) When monetary costs are added to loyalty programs, no matter at low or high effort requirements, consumer preferences for hedonic rewards will decrease and in contract, preferences for utilitarian rewards will increase. (3) When monetary costs are added to loyalty programs, increasing the effort requirement of loyalty programs will not increase consumer preference for hedonic rewards. This may due to the strong monetary costs effect on the sampling subjects that ends up easing the effect of result one. Four marketing implementations for this study could be drawn. First, utilitarian rewards are more appropriate as loyalty program incentives than hedonic rewards. Marketers could provide more utilitarian rewards in loyalty programs as incentives to attract more participants. Second, as loyalty program effort requirement increases, hedonic rewards could be added in the reward mix to attract consumers. Third, loyalty program, which provide rewards by accumulative effort rather than money expenditure, may serve as a justification for hedonic rewards consumption. Thus, hedonic rewards could serve as promotion tool for high effort requirement loyalty programs. Finally, when monetary costs are added to loyalty programs, marketers could weight more utilitarian rewards in reward mix regardless effort requirement levels.

In the consumer consciousness to surge upward, the product to weed through the old to bring forth the new unceasingly, under the market environment fast icissitude time, wants to maintain the customer loyalty to have all the more difficult tendency. Hence, how to maintain good relationship with customers to strength their willingness to frequent communicate with back has become very important. Therefore for various bank raises one's head in the competition intense environment, then with every effort develops each service, provides measures the financial service and the related product for the customer which the body subscribes does, hoped that can establish the long-time relations. Motivation of this research is to investigate correlations among customer relationship management, customer satisfaction, and customer loyalty from customers¡¦ point of view and through questionnaire to understand credit card holders¡¦ recognized feelings while interacting and communicating with the issued bank. The research targets are credit card holders live in Tai Chung city. The available sample size is 385, this research main analysis result is altogether as follows: First, the partial demographic variables are related to credit card holding situations. The results could be a reference for operator in planning for related marketing strategy Second, the partial demographic variables and credit card holding situations have significant differences to customer relationship management, customer satisfaction and customer loyalty. Third, There is positive relationship customer satisfaction and customer relationship. Customer satisfaction affects customer relationship, which means when customers recognize credit card issuing bank more then the relationship will show betters. Discovered according to this findings that the customer will relate the management truly to affect the customer loyalty, and the customer service, the interactive emotion, support processing and the technology will display these four construction surface are also the consumer take seriously.

This research aims to discuss the correlation between after-purchase satisfaction and repurchase intention of mobile phones. The amount of mobile phone users had reached to 20 million and the possession rate of mobile phones was over 90% in Taiwan in July 2005. Repurchasers, including replacing the used mobile phone and buying the second one, are primary consumers in the mobile phone markets. Therefore it is important for mobile phone producers to understand consumers¡¦ repurchase intention and repurchase behaviors. However, consumers¡¦ purchasing decision does not end at buying but continues to influence consumers by the products¡¦ performance. After purchasing mobile phones, consumers tend to determine whether the buying decisions are correct or not by the satisfaction of the products. The conclusions of this research are presented as follows, (1)On average, university students have purchased 2.43 mobile phones by signing contracts with mobile phone service providers. (2)Consumers¡¦ after-purchase satisfaction, perceived value satisfaction, and brand loyalty significantly differ from different brands. Nokia was ranked highest. (3)In attributes of mobile phone, only brands and service points are considered affecting after-purchase satisfaction. (4)Perceived value satisfaction is prominently correlated to repurchase intention. (5)In personal concerns, attributes of mobile phones not only affect the repurchase intention but also have moderation effects. The conclusions above are meaningful for management in the following aspects, (1)University students have strong purchasing power and change mobile phones frequently, so mobile phone producers should create customer databases and offer special discounts to original customers. (2)Mobile phone producers should add more effort in product design and conduct remarkable attributes to create customers¡¦ usage habits and then attain their brand loyalty.