本研究搜集993 份網路問卷，從關係行銷的觀點，檢測「企業形 象」及「服務品質」對「關係品質」和「忠誠度」的影響。研究發現 一般認定的「企業形象」和「服務品質」構面並不適用於線上遊戲產 業。其次，「服務品質」較「企業形象」對「關係品質」的影響力 強；影響「忠誠度」的「關係品質」三構面依序為「滿意」、「承 諾」和「信任」；而「關係品質」也部份中介「企業形象」和「服務 品質」對「忠誠度」的影響。

This study collected 993 Web questionnaires and applied relationship marketing perspective to examine the relationship among corporate image, service quality, relationship quality and loyalty. Finding revealed that the commonly perceived dimensions of corporate image and service quality could not apply to the online game industry. Service quality could better predict relationship quality than could corporate image. The predictivity of the three dimensions of relationship quality for loyalty was in the order of satisfaction, commitment, and trust. Relationship quality partially mediated the influence of corporate image and service quality on loyalty.