本研究最主要是要了解台灣金融機構其客戶滿意度跟轉換行為間的關係.再者想要深入了解銀行現有提供的金融服務客戶的之支付意為何.本研究採用條件評估法及情境式問卷來做調查, 同時用多項羅吉特模型來校正模型. 研究發現顯示兌換限制,兌換期限為重要且顯著的因素,進而影響消費者的支付意願.

The first objective of this study is to understand the relationship between customer satisfaction and bank switching behavior in Taiwan. The second objective of this study is to investigate the willingness to pay (WTP) price from both currently already provided financial services and new developing financial services. Our research was conducted using the Contingent Valuation Method (CVM) technique as a survey instrument. Also this research involved many service attributes and scenario assumptions. Therefore, we adopted the experimental design of Stated Preference followed by the Multinomial Logic Model to do evaluation. Through our survey investigation, we received 400 questionnaires. The research findings showed that premium rewards, exchange period, exchange limitation are all important reasons influencing consumers on their willingness to pay for financial services. Furthermore, we added income variables for further analysis. The research outcome pointed out that the income variables are also factors affecting the willingness to pay.

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