由於高速鐵路的營運競爭，加上消費者越來越重視服務品質，使得國道客運業者的競爭越趨激烈，客運業者不但必須重視品牌形象，還必須運用促銷活動來吸引消費者，達到提升顧客忠誠度之目的。本研究針對搭乘國道客運之旅客進行問卷調查，共回收292份有效問卷，透過描述性統計分析、因素分析及線性結構方程模式進行問卷分析。研究結果顯示，旅客對於不同的國道客運業者之品牌形象、價格促銷及旅客忠誠度有顯著差異；而國道客運業者之品牌形象及價格促銷活動皆會正向影響旅客忠程度，但業者若能夠以良好的品牌形象，並藉由價格促銷的中介效果，更可提高旅客之忠誠度，此外四家國道客運業者中以和欣客運的表現居三項指標之冠；阿羅哈客運在價格促銷上最受到認同；國光客運品牌形象雖較差，但旅客忠程度卻高；統聯客運則是需要全面改善。由研究結果可知，在競爭白熱化的市場中，企業如何建立品牌形象與有效運用價格促銷，是影響顧客忠誠度之重要因素。

High competitive among freeway schedule bus companies through passengers'demand of high quality service and Taiwan high speed train operated. Therefore, freeway schedule bus companies not only respect their brand images, but also use price promotion to increase passenger loyalty. This paper studies passengers'responses to brand image, price promotion and passenger loyalty in four freeway schedule bus companies in Taiwan. The analysis was based on t-test, ANOVA, factor analysis and SEM. Data collected from 292 valid questionnaires and the results showed significant difference between four companies' brand image, price promotion and passenger loyalty. The Ho-Hsin bus company is better than others on the performance of three dimensions. The findings indicate positive relationships between brand image, price promotion and passenger loyalty. Finally, we found that price promotion mediates the influences of brand image on passenger loyalty.