In this paper, we revised the European Customer Satisfaction Index (ECSI) and used two new dimensions, motivation of playing game and fairness of the game instead of the old dimensions, customer expectation and perceived value, used in the ECSI. The proposed model contains the latent variables of quality of product, service quality, fairness of the game and motivation, the relationships among the four latent variables and dimensions of the satisfactory of customers and the loyalty of customers, are evaluated. A summary of the results of case study about online games is given as a reference to indicate the conditions that players would like to pay for the online games.