| Summary: | 碩士 === 南華大學 === 旅遊事業管理研究所 === 90 === In recent year, the application of smart card have been used by many industry to increase customer convenience and safety, for example, in recently Bureau of National health insurance issue NHI IC card, besides, core pacific city corporation issue smart shopping card。
For rapid transit industry to Say, how to aim at customer demand to gradually change it’s strategy, and then aim at customer indivual demand to sale it’s product have it’s quite importance, smart card can storage huge information of customer and other characteristic of smart card can just right to solve this demand. This research use SWICS and ECSI model to carry this research out, the customer use easy card to travel by rapid transit system is the object of this study, explore the characteristic of easy card’s influence on customer loyalty。
The results indicate that:
1、Customer exception have positive outstanding influence on customer perceive value、customer satisfaction and customer dialogue。
2、Customer perceived quality of customer interaction have more positive influence than customer perceived quality of postal service on customer perceived value、customer satisfaction、customer loyalty and customer dialogue。
3、Company image don’t have positive outstanding influence on customer perceived value、customer satisfaction、customer loyalty and customer dialogue。
4、Customer perceived value have outstanding influence on customer satisfaction、customer loyalty and customer dialogue。
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