Research On Customer Loyalty Of Brokerage Business In China's Security Company

In recent years, China's capital market has undergone considerable development, the share reform successfully completed, the quality of listed companies to gradually raise the financing functions of the stock market have been effective recovery, the A-share market has been listed as the world's most diversified industrial distribution company, trading one of the most active market. The active stock market, and attract the participation of more investors, brokerage operations of the securities company for the development of a broad market space. On the other hand, China's securities brokerage business development is still at a low level state disorderly competition, similar to the business structure of securities companies, the basic means to stay competitive in terms of price competition. Business restructuring and improved service levels imperative. Under such circumstances, the securities companies, if we can better understand customer needs, and based on this, in a targeted manner to improve service quality will help securities companies to improve customer satisfaction and customer loyalty, and establish a sound market image, thus competition in the market to reap greater advantages.This paper attempts to present some representative in accordance with the outcome of the research ideas to individual investors accept securities brokerage companies in the services industry for the research themes, through a questionnaire survey to gauge customers on the quality of services and securities companies perception, and the customer satisfaction and customer loyalty Mechanism of the impact. Empirical research and in accordance with the conclusions of the corresponding management.First thesis analyzed China's securities brokerage companies the actual development of the situation, then the related theory of the system is reviewed and summarized in this study based on the assumption that the framework and research, and study the definition of variables, the use of research methods and the design of the questionnaire and the data collection and processing methods to a comprehensive note. Using structural equation model of China's securities companies in the brokerage business impact of individual investors customer loyalty An Empirical Analysis of the mechanism. The results showed that individual investors to participate in a wider surface characteristics and transaction Obviously, the impact of its customer loyalty mechanism is very clear, that is, investors in the securities companies affected the perception of the quality of service of customer satisfaction and proceeded to affect customer loyalty, research shows that China's Securities industry customer service and customer relationship management level to be strengthened urgently. Finally, this article on the basis of the evidence presented with operable China's securities companies marketing management and customer management recommendations.