The main purpose of this study is to investigate the relationship among customer satisfaction, perceived value, and repurchase intention of Taiwan High Speed Rail. A structured questionnaire designed to collect the data from passengers who have traveled by Taiwan High Speed Rail at Taichung station. By means of convenience sampling, a total number of 357 valid samples were obtained. The data analyzed by using descriptive statistics, reliability analysis, factor analysis and regression analysis.
The result showed that the most passengers in age are from 31 years old to 40 years old; the most passenger?s occupations are business affairs; the most passengers salaries are NT$40,000-60,000 per month; the married passengers are more than single passengers; passengers who own bachelor degrees in education are greater than any others, and most passengers live in the mid Taiwan.
This study found that customer satisfaction had significantly positive effect on repurchase intention. So that, perceived value had more effect on the repurchase intention. Besides, the perceived value intervened between customer satisfaction and the repurchase intention, if perceived value became higher, it increased the customer satisfaction to repurchase intention?s effect.
