摘要
人力銀行的網路招募服務誕生至今已十餘年，在台灣使用人力銀行進行招募人才的廠商或機構，到2006年已經佔所有市場的75％，現今已經有很多廠商使用過人力銀行這種招募刊登服務。影響人力銀行的顧客忠誠度因素為何，對人力銀行業者而言，是面對市場競爭的重要經營課題。
本研究的主要發現為：
（1）影響人力銀行顧客忠誠度的主要因素，與招募效果、價格、網站功能及人員服務等幾個面向相關。
（2）如果要避免顧客流向競爭對手，除了上述幾個主要因素須注重外，業務人員的努力聯繫及優惠方案是要特別加強的地方。
（3）顧客（採購者）過去利用人力銀行的求職服務經驗，也會影響到忠誠度的狀態。

關鍵詞：人力銀行、顧客忠誠度、顧客滿意度

Abstract
Title of thesis：
Influencing Factors for Job Board Employer Users’ Loyalty－a Case Study of 104 Jobbank

Abstract:

The services of job boards had been launched over a decade, job boards have strongly connected employers and job seekers in Taiwan, more than 75% companies and organizations have used job boards for their recruitment in 2006 . Since there are more than one job boards in Taiwan, it’s very important to know what are the factors that influence those employers’s choices, it’s a critical issue to increase users’ loyalty for job boards.

The major findings of this study are summarized as followed:
(1). The main factors that influence job board employer users’ loyalty are recruit effect, price, website functions and services.
(2).To avoid employer users turn to competitors, job board should enhance the connections between sales persons and employer clients, and also should have more sales packages.
(3).The experiences once the decision maker using job board as a employee will also influence the royalty when he become a employer later.

Keyword: job board, customer royalty, customer satisfaction

參考文獻
1、王淑嵐，台商進軍大陸市場進入模式之研究－以人力銀行為例，2002年，成功大學企業管理研究所碩士論文。
2、劉紹安，顧客對網路銀行網路忠誠度來源與行為結果之研究，2004年，龍華科技大學商學與管理研究所碩士論文。
3、Fidhbein, M（1980）,”An overview of the attitude construct”, in Hafer, G.B, A look back, a look ahead, American Marketing Association, Chicago, IL.
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