由於網際網路的發展環境日趨成熟，電子郵件具有更快、更有效、更經濟等三個特性，使其成為一個強而有力的行銷工具。本研究以旅行社電子報為研究主題，並以旅行社電子報之訂閱者為調查對象，依據理論基礎建立實證架構，運用線性結構方式之實證模式，檢定電子報之服務品質、顧客價值、滿意度與忠誠度間的相互關係之假設。研究結果顯示：(1)旅行社對於同業電子報的需求，以簽證、旅遊及票價等新資訊為主，對於一般出團表則接受度較低。(2)影響服務品因素以電子報內容品質最顯著。(3)影響顧客價值因素以電子報實用價值最顯著。(4)影響忠誠度因素以繼續訂閱電子報最顯。(5)服務品質對顧客價值與顧客滿意度有著影響。(6)顧客價值與顧客滿意度對忠誠度有顯著影響。(7)服務品質對忠誠度之正向影響不顯著。(8)顧客價值對顧客滿意度之正向影響不顯著。(9)顧客價值是服務品質影響忠誠度的中介變數。

In recent years, environmental of Internet are expanding stably, furthermore, “faster”, “effective”, and “low cost”, those are the key points why e-mail become to a powerful tool of marketing. This research taken electronic newspaper of travel service company as a subject, further via a survey questionnaire to examine the influences of service quality, customers’ values, satisfaction and loyalty by linear structure relation model (LISREL). According to the demonstration appeared (1) Most travel agencies just interested about the newly information of visa applied, traveling and the ticket prices, (2) The matters of electronic newspaper is the main factor to the influence on service quality. (3) The practicability is the main factor to the influence on customers’ value. (4) The keep reading is the main factory to the influence on royalty. (5) Service quality positively affects customers’ value and satisfaction. (6) Customers’ value and satisfaction positively affect loyalty. (7) Service quality and loyalty has been overruled to the influence supposition. (8) Customers’ value and customers’ satisfaction has been overruled to the influence supposition. (9) The customer’s values is an important mediator variable for the influence relationship of service quality and loyalty.