本研究探討客服中心的各項服務功能，對顧客認知價值與行為意向之影響。以銀行業消費金融顧客為實證研究對象，利用線性結構模式進行資料分析及假設檢定。研究結果發現客服中心的效率功能對顧客整體認知價值具有正向影響，但客服中心的行銷功能對顧客認知的功效價值與獲得價值卻產生負向影響。顧客認知價值中的獲得價值與效率價值對顧客行為意向中的忠誠度有正向影響，而顧客行為意向中的願意多付構面，只有認知的情感價值對其方能產生正向影響效應。研究亦發現顧客認知價值在客服中心服務功能與顧客行為意向之間，存有中介之效應。

This study is the first domestic paper to investigate the effect of media visibility on the firms switching trading location from the GreTai Securities Market (OTC) to the Taiwan Stock Exchange Corporation (TSEC). This paper analyzes the visibility improvement of the firms conducting exchange listing from 1999 to 2003, using media exposure as the indicator of a firm’s visibility. The empirical study has three main findings: (1) Exchange listing can improve media visibility. (2) The trading age in the OTC market and the capital scale have inverse influences on visibility effect. (3) The visibility effect of Taiwan’s exchange listed firms should be related to exchange listing, not growth of earnings or growth of market capitalization. The results of this paper correspond to the conclusion of Baker and Pettit (1982) and Baker and Johnson (1990) that management’s intention of exchange listing is visibility, and also confirm the finding of Arbel and Strebel (1982, 1983), Carvel and Strebel (1987), Christie and Huang (1994), and Baker et al. (1999b) that the exchange listing effect is higher on those relatively ignored firms. Nevertheless, our results differ from the finding of Dharan and Ikenberry (1995), Baker et al. (1998), and Baker et al. (1999a) that earnings or market capitalization growth can increase a firm’s visibility. The purpose of this study is to investigate the effects of banking call center service functions on customers’ perceived value and customers’ behavioral intentions. The data were collected and analyzed by using questionnaires and Structural Equation Modeling (SEM). The results indicated that the efficiency function of call center positively affected all of customers perceived values, but the marketing function was found to negatively affect customers’ perceived function value and acquisition value. The customers perceived acquisition value and efficiency value positively affected customer loyalty dimension of customers’ behavioral intentions. The pay more dimension of customers’ behavioral intentions was found to be positively affected by customers perceived emotion value. Besides, The customers perceived values were empirically confirmed to be the mediating variables between call center service functions and customers’ behavioral intentions.