An Application Of QFD In Improving The Service Quality Of The Securities Enterprise

Now in the fierce market competition, the securities companies should pay more attention to the enhancement of the consciousness of service quality and the improvement of the level of the service quality management by which the core competition power can be heightened and its own competition advantage can be established . The Service Profit Chain theory tells that if the securities companies want to heighten the service quality, it is two key links to improve staff's satisfaction and customer satisfaction. This thesis use QFD which is a systemic method to design product or service on the basis of the customers' requirements to analyze the "outside" and "inside" customers' requirements and the relevant measures. Then this thesis discusses an idea and a way to heighten the employees' (inside customers) and customers' satisfaction for improving the service quality of the securities companies.This thesis mainly study three fields: the use of QFD in outside service quality management, the use of QFD in inside service quality management, the evaluation and control to service quality. First the thesis analyzes the drastic competition environment faced with by the Chinese securities industry and point out the necessity of improving service quality. Then it explains the QFD theory and method in detail. Later on it analyze the use of QFD in outside service quality management. The quality house of the outside customers is built. Some service measures they should be taken mainly are found and are expatiated on. After that it analyze the use of QFD in inside service quality management. Just like "the outside", the quality house of the inside customers is built. Also some service measures they should be taken mainly are found and are expatiated on. Later, a way to use Grey-clustering Assessment Model to assess the service quality is given. Then the results are taken as samples for the service quality control. Just with the theory of product quality control chart, it discusses the management way of dynamic monitoring of service quality. Finally, it prospects the relevant problems that are mentioned in the article.