服務品質、知覺價值及信任對於顧客滿意度與忠誠度之影響─以長途客運業為例

Along with the evolution of strategies, customer satisfaction and customer loyalty become more important concepts for business. This study is to investigate the effect of service quality, perceived value and trust to customer satisfaction and customer loyalty on the case of long distance passenger transport. Understanding customer satisfaction of service quality, creating high customer satisfaction, and then achieving customer loyalty, becomes a way to keep the better performance for long distance passenger transport. The results of this study provide suggestions to long distance passenger transport company to improve the service quality, customer satisfaction, and customer loyalty. The findings is that trust has positive influence on customer satisfaction and customer loyalty, and customer satisfaction has mediating effect on the link between trust and customer loyalty. This finding provides a business implication that customers’ perception on the operations advantage can be a determinant of their loyalty toward thecompany.