||The Willingness to Pay(WTP) of Financial Services
||Institute of International Management (IIMBA--Master)(on the job class)
Willingness to pay
Contingent Valuation method
Multinomial logit model
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.
TABLE OF CONTENTS V
LIST OF TABLES VIII
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Problems. 1
1.3 Research Objective and Contribution. 2
1.4 Scope and Limitations of the Study. 2
1.5 Research Organization. 2
CHAPTER TWO LITERATURE REVIEW 4
2.1 Background of Financial Services Sector. 4
2.1.1 Customer Satisfaction. 4
2.1.2 Switching Cost vs. Financial Services. 5
2.1.3 Credit Cards. 7
2.1.4 Premium Reward vs. Rebate. 11
2.1.5 Financial Service. 12
2.2 The Credit Card Market in Taiwan. 15
2.2.1 Market Status of Credit Card Business in the Taiwan. 15
2.2.2 Top 3 Credit Card Issuing Banks in the Taiwan. 17
CHAPTER THREE THEORY 21
3.1 Economic Utility Theory. 21
3.2 Relationship between CS, ES and WTP, WTA. 22
CHAPTER FOUR RESEARCH DESIGN AND METHODOLOGY 25
4.1 Background of the Willingness to Pay (WTP) Technique. 25
4.2 Disparity between WTP and WTA. 25
4.3 Comparison of Non-market Evaluation Methods. 26
4.4 Background of the Contingent Valuation Method (CVM) Technique. 27
4.4.1 Original Proposed CVM Concept -Ciriacy-Wantrup, 1947. 28
4.4.2 First Applied CVM Method into Practice -Davis 1963. 28
4.5 Application of the Contingent Valuation Method (CVM) Technique. 28
4.6 Standards for Conducting CV Studies. 30
4.7 Research Model. 32
4.8 Data Collection Procedure and Sampling Design. 33
4.9 Questionnaire Design and Construct Measurement. 35
4.9.1 The Experimental Design of Stated Preference. 35
4.9.2 Questionnaire Structure. 40
4.10 Data Analysis Methods. 40
4.10.1 Discrete Choice Model. 40
4.10.2 The Theoretical Review of Logit Model. 41
4.10.3 The Application of Logit Model. 43
4.10.4 Parameter Estimation and Measurement. 45
4.10.5 Willingness to Pay. 46
CHAPTER FIVE DATA COLLECTION AND EMPIRICAL ANALYSIS 48
5.1 Sample Structure. 48
5.2 The Descriptive Analysis of Foundational Data. 48
5.2.1 Socio-economic Characteristics. 48
5.2.2 Credit Card Holder Attributes. 50
5.2.3 The Cross Analysis of Marital Status and Average One Time Spending Amount. 51
5.2.4 The Cross Analysis of Job and Preference for Using Credit Card. 52
5.3 Model Estimation and Analysis. 54
5.3.1 Socio-Economic Variables Setting. 54
5.3.2 Credit Card Holder Attributes Variables Setting. 55
5.3.3 Products Attributes Variables Setting. 56
5.3.4 Descriptive Statistics of Key Socio-Economic Variables 57
5.4 Multinomial Logit Estimation Result. 57
5.4.1 Willingness to Pay of Cash Rewards. 58
5.4.2 Willingness to Pay of Bonus Rewards. 62
5.4.3 The marginal Effects of WTP 65
5.4.4IIA Examination. 67
CHAPTER SIX CONCLUSION AND SUGGESTIONS 71
6.1 Conclusion. 71
6.2 Research Limitations and Suggestions. 74
6.3 Research Contributions. 75
6.3.1 Academic Contributions. 75
6.3.2 Practical Contributions. 75
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