本研究主要針對品牌形象、顧客滿意度與再購意願之間的關係，進行文獻蒐集並整理。以台北香海旅行社為研究對象。用以解消費者對於香海旅行社品牌形象之認知情形，以及顧客對於香海旅行社是否感到滿意，並探討以上之關聯性。 本研究使用結構式問卷進行調查，調查對象為曾經在香海旅行社購買過產品或是參加旅遊行程者，利用便利抽樣發放260份問卷，回收254份，其無效問卷為23份，實際有效問卷份數為231份，有效回收率為90.8%。並輔以SPSS18.0統計軟體分析，結果顯示品牌形象的認知會影響顧客的再購意願，品牌形象中的品牌聯想、產品價值在再購意願具顯著差異，且品牌形象、顧客滿意對再購意願皆為正向影響。本研究建議維持品牌聯想並持續提升產品品質，相信保持並更加積極主動，提出更棒的產品，可以吸引更多顧客，並確保顧客再次購買香海旅行社產品的意願。並可以與政府結盟，結合佛教文化、素食美食，提供更多元服務。 This study was designed to investigate Brand image and Customer Satisfaction of GANDHA SAMUDRA Travel Repurchase Intention, mainly GANDHA SAMUDRA Travel as respondents to thee questionnaire survey method to collect and analyze relevant information and analysis results to be collected, prepared, make relevant conclusions and recommendations. This study takes GANDHA SAMUDRA Travel as the complete targets and collected 260 samples from questionnaire survey, received valid 254 respoudents. After eliminating the invalid samples, there were 231, with a valid return rate of 90.8%. SPSS 18.0 statistical software as a tool for data analysis and verification of the complete encoding of information in order to complete the SPSS statistical analysis and statistics. And the result shows that Brand image's good for Customer Repurchase, Brand image's good for Customer Satisfaction, and Customer Satisfaction's good for for Customer Repurchase. The study recommendations, and then supplied to the baking industry as a reference to develop the marketing strategy.To keep and apply the better product ,make sure the Customer Phrase,and cooperate with the government ,complex Culture,Vegetarin food,provide more services.
