隨著生活水準與國民所得提高、私人運具的大量成長，以至運輸交通服務產生激烈的競爭，而民眾對於運輸上的服務品質要求上也逐漸的重視，這些環境上的改變均影響到本研究所要探討的國道客運業者上的經營，因此本研究將以服務品質為出發點，來探討與知覺價值、關係品質和行為意向的關聯性。
本研究將以隨機方式針對本國內具有搭乘國道客運之乘客做抽樣調查，以台南地區為主的國光客運、和欣客運、統聯客運作為研究範圍，依據問卷調查所收集到的資料，並使用統計方法包括敘述性分析、因素分析、信效度分析和結構方程式等來驗證研究架構。本研究實證結果顯示，服務品質顯著正向影響知覺價值、關係品質和行為意向，知覺價值顯著正向影響關係品質，關係品質顯著正向影響行為意向，但知覺價值對於行為意向卻無顯著的影響。
依據研究分析結果，本文針對國道客運經營上提出下列建議，在服務品質方面，業者可藉由加強軟硬體，結盟合作且運用關係品質來提升整體服務品質；業者可經由降低乘客在搭乘國道客運的時間和體力耗損上的劣勢，提升整體知覺價值等，如此應可以有效的提升乘客搭乘國道客運之意願。

As the standard of living goes up, national income increases and the private transportation grows greatly, the competition among transportation service industry becomes more intense and the public pays much attention to transportation service quality. These living environmental changes have influenced the business operation of Intercity Bus Service. Thus, this study will take service quality as a starting point to explore the relationships between perceived value, relationship quality and behavioral intention.
This study selects passengers with taking intercity bus experience randomly as survey sample and mainly focuses on KUO-KUANG Motor Transportation, HO-HSIN Bus Traffic and Ubus which located in Tainan. After collecting questionnaire data, we conduct descriptive analysis, factor analysis, reliability test, validity test and structure equation modeling to verify the research conceptual model of this study. The results indicate that (1) service quality has positive influence on perceived value, relationship quality and behavioral intention; (2) perceived value has positive influence on relationship quality; (3) relationship quality has positive influence on behavioral intention and (4) perceived value has insignificant influence on behavioral intention.
This study makes following suggestions based on the research results: in terms of service quality, enterprises could advance its software and hardware equipments, forge a collaborative alliance and make use of the relationship quality concept to enhance its service quality. Furthermore, enterprises could enhance passengers’ perceived value by lowering their time and physical strength depletion to increase passengers’ intention of taking intercity bus effectively.

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