本研究欲探討受金融海嘯影響造成業績衰減的「104企業求才網」，其客戶之購買行為、產品知覺品質對顧客滿意度、顧客忠誠度之影響，研究方法採用問卷調查與深度訪談。問卷調查乃針對「104企業求才網」的企業購買者為研究對象，探討探討人力銀行之經營的意含、人口統計變數對各構面有顯著差異性、各種組合對對顧客滿意度、顧客忠誠度之影響；檢定顧客滿意度對忠誠度具顯著正向關係；提出行銷策略之建議，僅供業者參考。研究結果顯示：

專業的品牌形象，人才資料庫的持續擴充以及系統媒合機制的準確度為人力銀行經營的重點。主要客戶為年營收在一億至十億之間的科技業。購買行為、品牌與產品價格對整體顧客滿意度與忠誠度具有顯著關係。年營收在四千萬至一億間的專業服務屬性公司為104的高忠誠度族群，建議可將其做為可以加強開發的重點客戶外，還可以改善媒合配對功能與操作介面、購買方案組合內容、多舉辦行銷活動、加強宣傳加值網站等，以增加品牌知名度與領導形象。

This study is to research the effects of "104 JOB BANK" business buyers’ purchasing behavior and product perceived quality, customer satisfaction as well as loyalty, by taking questionnaire survey and depth Interview with experts as research methods. The survey is focused on "104 JOB BANK" business buyers. This thesis pays attention to various dimensions and different combinations of the effects of customer satisfaction and loyalty, and also analyzes demographic statistic variances. The results show:

1. Different demographic statistic variances has significantly different on the "consuming behavior ", " product perceived quality ", "customer satisfaction", "customer loyalty".

2. The dimensions of "consuming behavior", "product perceived quality", "customer satisfaction", "customer loyalty" are significantly correlated.

3. "Customer satisfaction" and "customer loyalty" are correlated.

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CNET新聞專區報導，「報告：預期就業不易，新鮮人提早做準備」，http://taiwan.cnet.com。