Research Of The Customer Relationship Of Service Innovation Perception In Stock Company On The Willingness To Maintain

With China's rapid economic development, China's first industry and secondary industries, compared with the developed countries, have made great progress. But the service sector is relatively underdeveloped, and its contribution to the national economy is also relatively small. However, with the deepening of international division of labor, increased demand for services and lower barriers to entry in some sectors, the service industries, competition increase hotly. China's service is also increasing prosperity and will appear in the scene, and their level of development will also be developed with the international convergence.The financial industry is an important part of the service sector. China's financial sector, since the reform and opening-up, has indeed been great progress. But with the social development and the changing market demands, the financial services structure need to be further improved and optimized in order to meeting social development needs. Research for the financial service innovation to meet the market demand, to enhance the service-oriented business service awareness, and to maintain good customer relationships and increase corporate profits have an important practical significance. China's securities industry has greatly improved since the 1990s. But as competition intensifies, the economic development cycle and fluctuations in the changing international financial environment, many securities companies have been eliminated. In order to continuously enhance the company's own competitive edge and to avoid market risks, securities companies must continue to introduce new services to meet customer needs and to achieve the purpose of a win-win with customersThrough a large number of literature reading and thinking, the author determined the direction of the research and ideas, that is, from the customer's point of view to study the securities companies, service innovation and ultimately determine the contents of the study. Overall, this study is divided into the following sections:ChapterⅠ:Introduction. Mainly introduces the research background, significance of the study purpose, content of research ideas and methods, research contributions. ChapterⅡ:Literature Review. Focused on theoretical research related to the situation at home and abroad, the author summarized the main service innovation research, the definition of the status quo, the concept of risk perception, the structure surface, the relationship between the concept of interest as well as earlier studies and systematic research. ChapterⅢ: Assumptions and Research Model. Based on the literature review of the research, the author presents hypothesis and research model. ChapterⅣ:Research and Design. This part mainly includes the theoretical basis for measurements, measurement theory, the process generated by the project, questionnaire design, and sample design and data collection. ChapterⅤ:Data Processing and Analysis. On the basis of the data collection and statistical analysis, this part includes a description of the sample analysis, reliability and validity testing, structural equation model analysis. ChapterⅥ:Research Findings and Prospects. This part mainly introduces the main conclusions of study, the practical significance and marketing proposals, as well as future research directions.In conclusion, this study of financial service innovation from the perspective of the relationship marketing is a very important issue, namely, service innovation and customer relations have maintained a will. This article first reviewed the service innovation, financial services, innovation, relationship marketing, the relationship between perceived risks and benefits of the relevant literature, then goes on to the relevant empirical research, and finally through the analysis of the questionnaire to verify the assumptions of this study and the idea of eventually reached the following conclusions:(1) Securities service innovation and customer perception have a positive correlation between perceived risks.(2) Securities perception and the relationship between the interests of service innovation are positively correlated.(3) Securities service innovation path perception, and relationship benefits that customers pay more attention to the perceived risk.(4)Perceived risk, relationships, interests, and the relationship between customers and securities firms maintain a significant relationship.