| Summary: | 碩士 === 國立雲林科技大學 === 資訊管理系碩士班 === 94 === As the Internet matures and the climate of personal website rises, Web albums and Blogs are famous recently. Web albums are even more being paid attention by general portal, providing free web space, web link, and guest books, bring huge uncovering opportunities for Internet. Therefore, how to attract and reserve customers on the Internet will being a crucial issue for companies doing web albums online.
The main purposes of this study are to investigate how the factors of service quality, and switching costs influence satisfaction and loyalty on web album website. The Analysis ways：At first, in order to reduce variables, we executed Factor Analysis for every dimensions. In accordance with the framework of this study, we executed Multiple Regression Analysis to understand the relation of all variables. Otherwise, we collected samples to execute basic statistical analysis ,which been executed ANOVA analysis with some factors to know the differences between variables and population statistics. The findings of this study are as follows：
1.Customer satisfaction is positively affected by service quality, but between service quality and customer loyalty , only the“Care”factor under service quality dimension affects customer loyalty positively.
2.Customer satisfaction and loyalty aren’t positively affected by switching cost, which different from previous literature. This research found that has relations with the web environment.
3.Customer satisfaction has significantly positive effect on customer loyalty.
4.The improvement of service quality and customer satisfaction will improve inclination that customers spend money on the value-added service.
5.Web albums add Blogs would improve customer loyalty.
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