Özet:

This study goes one step further to clarify the relationships of Social Networking Sites (SNSs) to satisfaction and royalty. The study findings recognize a total of five Critical Success Factors (CSF) of Social Networking Sites (SNSs) for enterprises implementing Social Networking Sites (SNSs). They are satisfaction of customer requirements, identification of customer differentiation, quality interface design, establishment of customer recognition and provision of customized services. Among these factors, satisfaction of customer requirements and identification of customer differentiation are significantly related to user satisfaction and royalty. Quality interface design and establishment of customer recognition have significant relationships with satisfaction; and provision of customized services and royalty are significantly related. Finally, this study also develops a Social Networking Sites (SNSs) Implementation Matrix on the basis of different levels (high/low) of satisfaction and royalty. Focusing on high satisfaction and royalty, the success rate can be increased by the establishment of customer recognition; at low level of satisfaction and high level of royalty, satisfaction of customer requirements can promote a higher success rate; at low satisfaction and royalty, the establishment of customer recognition and provision of customized services can promote a higher success rate; and within the quadrant of high satisfaction and low royalty, a higher success rate can be enhanced by utilizing identification of customer differentiation and quality interface design. Key Words: Social Networking Sites (SNSs); User Perspectives; Satisfaction; Royalty; Social Networking Sites (SNSs) Implementation Matrix.

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