過去國內有關住宅租賃市場的研究多從家戶租買選擇行為面向著手，包括租金水準對於租買選擇的影響或所得彈性與需求彈性推估之研究，顯少針對房東的服務品質、顧客滿意度、忠誠度進行討論，尤其是將顧客關係管理應用在房東房客關係的研究更是付之闕如。本研究旨在探討顧客關係管理、服務品質、房客滿意度、轉換成本與房客忠誠度之線性結構關係，驗證房東的顧客關係管理透過何種路徑影響房客的忠誠度。本研究以台南地區租屋者為對象，以問卷蒐集房客資料與屬性，透過結構方程模式(structural equation modeling,SEM)進行實證分析。研究成果顯示：顧客關係管理透過服務品質與滿意度對忠誠度有顯著且正向影響；顧客關係管理透過轉換成本對忠誠度有顯著且正向影響。學生樣本以上兩個路徑的影響效果皆大於社會人士。

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文化商品，隨著文化經濟風潮而受到重視，同時也存在因符號消費和主觀認定而潛藏「可能的選擇」現象。「客家」的族群符號，在賦予地方意涵、客家文化價值後，文化商品、消費飲食、聚落地景、語言與生活等，逐漸受到重視且成為客家鄉鎮推動文化觀光與文化消費經濟的重要途徑。本研究以新竹縣內灣和北埔兩個客家聚落為個案，進行商家經營和消費行為的調查，嘗試探討客家文化商品的符號消費現象。研究結果指出，消費者在「客家文化商品」的消費決策，整體偏好功能性價值(實用性和耐用性和品質)和條件性價值(包裝、宣傳、客家節慶活動情境氛圍)，而情感性價值，僅商品具備當地客家獨特性之影響較為明顯；此外，文化商品的消費意願和商圈的文化內涵及環境氛圍間，個案地區都呈現較明顯的連結性，但文化商品之符號消費特性卻不明顯。

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