本研究以「線上唱歌網站」為研究標的，探討使用者對於線上唱歌網站所重視的服務內容，以及影響其顧客忠誠度之重要因素。透過與線上唱歌服務的業者訪談，並回顧相關文獻，以提高顧客忠誠度為課題，探討服務品質、服務價值、虛擬社群及顧客忠誠度之間的關係。
本研究以個案線上唱歌網站的會員為研究對象，並且與國內各家線上唱歌業者進行訪談，設計本研究架構與內容。其後對個案公司的會員進行網路問卷調查，蒐集使用者的意見進行分析，提出結果與建議，作為線上唱歌網站服務方向及經營管理之參考。研究結果如下：
一、 使用者對線上唱歌網站的認知服務水準會影響其整體服務品質
二、 整體服務品質對服務價值有正向影響
三、 不同的使用動機對不同構面的服務品質之期望服務水準有顯著不同
四、 虛擬社群參與度對使用者顧客忠誠度有正向影響
五、 服務價值在整體服務品質對顧客忠誠度之關係具中介作用
六、 服務價值與使用者顧客忠誠度有正向影響

一、中文部分
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4. 紀姿吟(2005)，「交友網站社群經營模式之研究」，國立中原大學資訊管理學系碩士論文。
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