| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 93 === Because the successful business model in the great depression of the internet, so online game is considered the killer application. Compare online game with the other information industries, it has much more characteristics of service industry. Due to the heterogeneity、intangibility、perishability、inseparability which are the features of the service industry, the online game needs to be managed with some particular concept. The best strategy to overcome the intangibility is Relationship Marketing. So it is important to find how the influence of「Corporate Image」and「Service Quality」on the quality of the Relationship Quality.
The study focus on：Does the game player’s cognition of the Relationship Quality of the online game industry in Taiwan can be affect by Corporate Image and Service Quality？ Which is the most important construction of them？
After the research procedure of Convenience Sampling and Internet inquiry form, this study has collected 1526 questionnaires. The total figures of effective questionnaires were 993, which is eliminated from ineffective questionnaires.
This research found:（1）The Corporate Image is significance correlation with Relationship Quality. （2）The Service Quality is significance correlation with Relationship Quality and compare with other industries, Corporate Image has a great influence than Corporate Image（3）Relationship Quality is composed of Trust, Satisfaction and Commitment, and the satisfaction has the great influence on loyalty.
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