The study mainly focuses on investigating the customer satisfaction relationship of internet on-line accommodation reservation services. A total number of 233 effective samples are obtained from the users of on-line accommodation reservation services through internet questionnaire survey conducted by the study. The main findings include (1) ‘product comparison via internet’, ‘convenient usage’ and ‘lower price’ are the most popular reasons for using on-line accommodation reservation services; (2) The expectance of on-line service and its perceived performance are hypothesized to be the two antecedent factors affecting customer satisfaction. Through factor analysis, the former can be represented by four functions, i.e. ‘product information updating function’, ‘interactive communication function’, ‘website information providing function’ and ‘membership self-help function, while the later by three functions, i.e. ‘interactive budget offer function’, ‘product-combining function’ and ‘trading provided function’. (3) From the analysis of structural equation model, the expectance of on-line services has significant direct positive effect on the customer’s perceived performance but indirect effect on customer’s satisfaction and loyalty. In addition, perceived performance has significant effect on both satisfaction and loyalty directly. Satisfaction also has significant positive effect on loyalty directly.