The Research On The Evaluation Model Of Customer Satisfaction About China's Securities Business And Its Application

With the accelerated pace of the internationalization of China's securities market, China's securities companies are with the dual challenge of domestic and foreign financial institutions, which means that the intensity of competition in China's securities market will be unprecedented increase."Competition"is given a new meaning in such a buyer's market conditions, that the securities firms need to do everything they can to get more customers, which include setting customers as the center, launching a stong marketing, maximizing customer sutisfaction and effectively using them to obtain a long-term competitive advantage for their enterprise. And correct and efficient implementation of customer satisfaction measurement system is the key to customer satisfaction strategies and foundation.This paper addresses the unique industry characteristics of China's securities enterprise, make some improvement on the original model based on the classic model of cutomer satisfaction evaluation and build a new business model applicable to securities according to the elements of the securities business customer satisfaction; Then it refines a new indicator system and design out practical questionaire to lay a good foundation for the effective evaluation securities business customer satisfaction; and finally it uses the new customer satisfaction model of a securities business to conduct customer satisfaction evaluation.The first chapter of this paper mainly introduces the paper's background, purpose and meaning, the research-related content at home and abroad, the study methods and the full paper's content and framework; the second chapter describes related theories of the system model of customer satisfaction measurement respectively from three levels to expand which are securities market marketing, customer satisfaction, customer satisfaction measurement theory and the model and method; the third chapter is mainly on the study and analysis of factors affecting customer satisfaction about securities business, and the study of customer satisfaction evaluation model for the securities business; chapter IV describes the securities business customer satisfaction measurement methods, including questionnaire design and the ultimate satisfaction measurement; the chaper IV is an example of analysis of the model which means appling the customer satisfaction evaluation model to the specific securities company. Throughout the evaluation process involves first a brief description of the company, and then introduces the company's marketing system status, following by data collection, then using the model to make the evaluation, and at last it issues the evaluation results and gives out the correspongding countermeasures; the chapter VI which is the end of the paper points out the mail work and achievements of the paper and the innovative spots are also pointed out, then points out the deficiencies in this paper and the further research directions.