| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 105 === In recent years, the need of commuting and the time for relaxation of Taiwanese people have been increased. Accordingly, people are attaching more and more importance to the quality of life and the activities for relaxation. Taiwan High Speed Rail (THSR) started official operation in January, 2007, which brought more options for traveling and transportation of Taiwanese people and made the traveling and transportation more convenient. Besides solving the traffic jam effectively, THSR brings plenty of new hope for the tourism industry of Taiwan.
The main purpose of this study was to explore the relationship between brand image, perceived value, and customer satisfaction, among travelers at THSR Tainan Station when they were taking the THSR for traveling. Information was collected by questionnaire in the study, with totally 450 papers sent out and 408 returned effectively (effectiveness ratio: 90.6%). The statistical analysis software SPSS 22.0 was used to handle the data obtained and empirical analysis was made through reliability analysis, validity analysis, descriptive statistics analysis, independent sampling T-test, analysis of variance (ANOVA), correlation analysis, and regression analysis. Results of the study were verified to be the follows:
1. Brand image influences perceived value positively and significantly.
2. Brand image influences customer satisfaction positively and significantly.
3. Perceived value influences customer satisfaction positively and significantly.
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