Since the rise of knowledge and various demand of consumers?and with the trends of liberalization and internationalization of worldwide economy?for confronted an unprecedented challenge and huge market competition?to lower operational costs and to upgrade management efficiency? the Chunghwa Post Corporation transformed into the state-run enterprises on 1 January 2003. The Chunghwa Post providing the service of mail delivery, postal banking and life insurance ?and owning one vast network island wide , has been well-reputed popularly and earned better brand awareness and brand image, these forming costumers strong brand loyalty. This research use stratified proportion sampling method on population; there are 370 questionnaires distributed, and 351 are collected back, 338valid, 13 invalid. The design of this questionnaire is based on Likert?s five points scale analysis; with SPSS10.1, and the methods of data analysis are description statistic analysis, credibility analysis, Logistic Regression analysis, The credibility analysis is proceeded with Cronbach?s ? coefficient; the enumeration of credibility of three variations and all questionnaires is higher than 0.7, which is ascribed to high credibility. Also, Peerson Chi-Square Test is applied to do research on variations among consumer?s brand preference and purchase behavior analyses.
From the result of analysis, it shows? Customer?s brand knowledge and reliability , and brand affection are significantly positive effect on Post Office brand loyalty?On the other side?behavior of ?re-purchase???brand defence? ?positive word- of- mouth???purchase habit? and also attitude of ?brand knowledge??are related ,then both Customer?s age and occupation are related to Post Office brand loyalty.
