| Summary: | 碩士 === 國立成功大學 === 統計學系碩博士班 === 92 === Along with the changes of the finance environment, the banking turns into only and greatly from the government operated bank and large commercial banks already the situation that compete very much. In recent years, although the financial holding company establishes continuously, have the insurance, stock certificate and bankings in the funds, and the bankings still play the very important role. This study exploits the Conjoint analysis hybrid model to understand the perception and preference of townspeople whose live in Tainan to the banks after financial holding company establish.
The data collects to be divided into two stages with analysis, the purpose of first stage is to select final attributes, which are: 1, operations speed; 2, deposit rate; 3, counter personnel service attitude; the purposes of second stage are to collect the Self-Explicated utilities and the favored degree of the stimulus, the former is used to the cluster analysis, and the latter is for estimating the Part-Worth Utility. According to the Self-Explicated utilities can get three segmentations which are: 1, emphasizing service segmentation; 2, emphasizing deposit rate segmentation; 3, emphasizing efficiency/deposit rate segmentation, each have whole 15.3%, 45.7% and 39%. Among these segmentations, the level of education in each distributes differently. Finally, list the top five banks of each segmentation for banking.
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