The 11th World Conference on Transportation Research
ABSTRACT: The concept of customer value analysis (CVA) suggests that customers choose the brand that gives them the greatest perceived value in terms of the benefits and costs of a given good or service. As the world’s airlines struggle to compete in a deregulating, liberalizing, post-9/11 world, the perceived value of the service provided by a given airline has received increasing attention. This study examined customer perceptions in the Taiwanese domestic market, concluding that brand image and perceived price have equal influence on perceived customer value. For Taiwanese carriers, the key factor in customer value was low perceived costs. Premium branding effects were not observed.