隨著金融科技發展與顧客數位行為轉變，行動銀行已成為銀行數位轉型的核心接觸點，然大型平台改版常伴隨使用習慣改變與短期滿意度波動，顧客適應期遂成為影響改版成效的重要議題。本研究以T銀行行動銀行改版為例，探討改版歷程中顧客適應期之存在性及其對滿意度之影響。
本研究採混合研究法，整合2024與2025年顧客滿意度調查、2024年11月至2025年10月之行動銀行使用行為與移轉率資料，並輔以5位用戶之質性訪談。量化分析透過描述統計與多元迴歸，比較改版前後滿意度與影響力變化；質性分析則整理不同年齡客群之操作痛點與使用偏好。
研究結果顯示，整體滿意度由76%提升至89.5%，月度滿意度於改版後期穩定突破九成。關鍵影響因素由交易功能轉向資訊整合與介面人性化，年齡差距亦明顯收斂。新行動銀行移轉率呈S型成長，顯示透過新舊版並行與階段式下架可有效降低轉換阻力。本研究驗證行動銀行改版確實存在顧客適應期，並指出介面一致性與過渡機制為穩定滿意度之關鍵，具實務與理論意涵。

With the advancement of financial technology and shifts in customers’ digital behaviors, mobile banking has become a core customer touchpoint in banks’ digital transformation strategies. However, major platform redesigns are often accompanied by changes in usage habits and short-term fluctuations in customer satisfaction, making the customer adaptation period a critical issue affecting redesign outcomes. This study examines the mobile banking redesign of T Bank to investigate the existence of a customer adaptation period and its impact on satisfaction.
A mixed-methods approach was employed, integrating customer satisfaction surveys from 2024 and 2025, internal data on mobile banking usage behavior and migration rates from November 2024 to October 2025, and qualitative interviews with five users. Quantitative analyses, including descriptive statistics and multiple regression, were used to compare changes in satisfaction levels and key drivers before and after the redesign, while qualitative analysis identified usage pain points and preference differences across age segments.
The results indicate that overall customer satisfaction increased from 76% to 89.5%, with monthly satisfaction consistently exceeding 90% in the later stage of the post-redesign period. Key drivers of overall satisfaction shifted from transaction functionality to information integration and interface human-centered design, while satisfaction gaps across age groups narrowed significantly. The migration rate to the new mobile banking platform followed an S-shaped growth curve, suggesting that parallel operation of the old and new systems and a phased decommissioning strategy effectively reduced switching resistance. Overall, this study confirms the existence of a customer adaptation period following mobile banking redesigns and highlights interface consistency and transition mechanisms as critical factors in stabilizing satisfaction, offering both practical and theoretical implications.

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