This study is the first domestic paper to investigate the effect of media visibility oh 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 call improve media visibility. (2) The trading age iii the OTC market amid 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 ca 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 customer's 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.