| Summary: | 碩士 === 義守大學 === 管理碩博士班 === 103 === Kaohsiung MRT has now completed two routes, and rapid transit networks are gradually completed.It inevitably bringsconsiderableimpacts to the business of sevenexisting passenger transport company. In the situation of competition and cooperation, the managers keepdevelopingnew bus routes to famous tourist attractions, trying to improve their competitiveness and actively to complete a seamless drive route.The aim is to create high-quality tourist route along the Kaohsiung area.
Good brand image is the most important considered factor when customer selecting their transportation tool.Under strict competitive environment, in order to sustainable development, customer satisfaction is bound to become an important factor of consumer loyalty. The awareness of service quality will also affect consumers'' willingness to takethe passenger transport. Currently most of the passenger transport companies are lack of sound professional management.Therefore, how to enhance their brand image, service quality, and improve customer satisfaction and loyalty is a topic worth to investigate.
Choosing E-Da Bus in E United Group as research samples,this study was designed to investigate the effects of brand image and service quality on customer satisfaction and loyalty.Results reveal that brand image and service quality has a significant positive effect on customer satisfaction; customer satisfaction slightly positive impact on customer loyalty, but the evidence isnot significant; currently the company''s brand image and service quality isstillfailed to produce a significant impact on customer loyalty.
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