過去國內有關住宅租賃市場的研究多從家戶租買選擇行為面向著手，包括租金水準對於租買選擇的影響或所得彈性與需求彈性推估之研究，顯少針對房東的服務品質、顧客滿意度、忠誠度進行討論，尤其是將顧客關係管理應用在房東房客關係的研究更是付之闕如。本研究旨在探討顧客關係管理、服務品質、房客滿意度、轉換成本與房客忠誠度之線性結構關係，驗證房東的顧客關係管理透過何種路徑影響房客的忠誠度。本研究以台南地區租屋者為對象，以問卷蒐集房客資料與屬性，透過結構方程模式(structural equation modeling,SEM)進行實證分析。研究成果顯示：顧客關係管理透過服務品質與滿意度對忠誠度有顯著且正向影響；顧客關係管理透過轉換成本對忠誠度有顯著且正向影響。學生樣本以上兩個路徑的影響效果皆大於社會人士。

Previous research in rental markets has been focused on housing tenure choice behaviors, including the effects of rents on tenure choice or the estimation of income elasticity and demand elasticity. However, little attention has been devoted to the quality of landlords’ services, tenant satisfaction and loyalty. Discussions on landlord-tenant relationships were especially rare. This study aims to discuss the linear structure relation among customer relationship management, quality of service, tenant satisfaction, switching cost and tenant loyalty, so as to verify the paths of favorable landlord’s tenant relationship management enhance the tenant loyalty. The questionnaire survey is proceeded to collect tenants’ data and attributes in Tainan areas. The structural equation modeling (SEM) was employed to examine the above linear structure relations. The empirical results show that customer relationship management presents significantly positive effects on tenant’s loyalty through landlord’s quality of service and tenant’s satisfaction, and customer relationship management appears significantly positive effect on tenant’s loyalty through switching cost. Both effects in student sample are stronger than those in the non- student individual sample.