||Thousands of Alumni are in all walks of life in domestic and foreign after graduated. They are not only the important economic supports but also the connections between school and business. However, relationship needs long-term maintenance, and virtual community becomes the brand’s communitive and interactive distributions. In Taiwan, many universities are awared of the trend of community media and established their own virtual alumni associations on Facebook fan page, in order to enhance alumni serving and relationship connecting.|
This study is a partnership with National Sun yat-sen University’s alumni service center as a case study, analyzing from relationship marketing view point to realize the influence of virtual alumni association management on alumni loyalty. By academic and empirical exploring to observe the excutive status of NSYSU alumni service on Facebook fan page and provide suggestions as a model to those organizations which willing to manage virtual communities to increase loyalty.
This study is cooperated with NSYSU’s alumni service center, and collected questionaires by the “filled questionnaire, join lottery” activity on NSYSU’s alumni service Facebook fan page. Furthermore, researcher also sent email invitations with the link of online questionarie from alumni database, to investigate alumni’s understandings and recommendations of NSYSU’s alumni service Facebook fan page.
The study outcomes are as following, relationship marketing has positive influence on relationship quality; relationship quality has positive influence on loyalty; relationship marketing has positive influence on loyalty. Which means virtual community does help maintaining relationship between alumni and school, raising the loyalty. It is an efficiency way to manage the customers’ relationship and loyalty.
However, the influence of social bond of relationship marketing strategy on loyalty is not significant. This study conjecture that users can not be awared of the specialties of interactive communications on Facebook fan page since Facebook originally based on the social network. When users feel limited relationship marketing intention and qualities, they can not increase their loyalties.