由於網際網路的發展快速，越來越多企業開始使用Facebook粉絲專頁作為行銷工具，也認為其最具有發展商業的淺力。本研究以擁有 Facebook 粉絲專頁的汽車租賃業者為研究對象，旨在探討汽車租賃業經營粉絲專頁對其顧客忠誠度之影響。
本研究探討社群行銷、網路口碑、顧客忠誠度各構面間的影響關係 ，統計方法採以信效度分析、描述性統計、皮爾遜積差相關、迴歸分析等方法進行資料分析，並用問卷調查，回收有效問卷數為445 份。
研究結果顯示社群行銷對網路口碑與顧客忠誠度皆有正向影響，而網路口碑有部分中介效果，企業透過社群行銷是會影響顧客忠誠度。
With rapid development and growth of internet, there are more and more enterprises using Facebook pages for marketing purpose. The Facebook pages are deemed the most attractive marketing tool. This study is to explore the influence of customer loyalty when car rental companies running Facebook pages, taking car rental companies as the object of the study.
This study is to discuss the relationship of social marketing, online word of mouth and customer loyalty by questionnaire survey and further using statistic methods such as validity and reliability analysis, descriptive statistics, Pearson correlation analysis, regression analysis to analyze results. There are 445 valid samples returned.
The result shows that there is positive influence of social marketing to online word of mouth and customer loyalty and online word of mouth act as mediating effect. Enterprises which doing social marketing do positively influence customer loyalty.
