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

The A-share market has been listed as one of the most active trading market inequity financing and has the world’s most diversified industrial distribution company. Atthe same time, China’s securities companies are small-scale but large number of salesdepartments，services homogenization trend is clearly，so seek the means of competitivedifferentiation and improve service quality has become the consensus within the industry.Therefore, to explore the microscopic mechanism between customer loyalty and its impactfactor is particularly necessary. The literature study shows that there is a certain correlationbetween Customer Perceived Service Quality、customer satisfaction、customer loyalty andcustomer transfer. Based on the theory of customer satisfaction model and combined withthe specificity of the securities industry, the research put forward the research frameworkfor the securities brokerage business customer loyalty and put the factor of shift costs intocustomer satisfaction - customer loyalty research framework, design and payment of therelevant questionnaire and use the structure equation to analyze the relationship betweenthe relevant variables. The results show that, when consider the transfer of costs, quality ofservice - satisfaction factors and quality of service - trust factors have a direct impact onsatisfaction of individual investors; switching costs have a significant direct positiveimpact on loyalty; service and satisfaction has no direct positive effect on loyalty. Amongthe factors that affect satisfaction, trust factors has the greater impact relative tosatisfaction than satisfaction facotrs.To this end, the securities companies should proceedfrom the following two aspects to increase customer loyalty: First, to develop businessstrategy oriented to customer satisfaction, emphasis on service innovation and titl corporateresources to the quality of service - the trust factor; second,emphasis and make rational useof transfer cost to maintain the customer resources, and balance the positive and negativeeffects of switching costs in the maintenance of client resources.