Customer Choice Behavior In The Securities Markets And Service Quality Improvement

With the development of security market-oriented reform and standardization, the security market degree and the market transparency go higher, the entering doorsill lowers, and lots of new competitors swarm into market. So security market competition is becoming more intensified. In order to win in the fierce competition, it is necessary for enterprise to have their owned specialized service and attract more customer resources through meeting customers need and providing differentiated and personal service. Starting from the theory of customer choice and using discrete choice model to portray customer choice behavior on security market, this paper analyses customer choice and market evolution from two angles which are individualized customer choice preference and mass-following psychology. Besides, this article applies Quality Function Deployment (QFD) method, a quantitative analysis, to study security enterprise service quality. The core tool-House of Quality-makes customer wants transform into technology characters of security firms’products, so as to ensure the financial products developed by security firms meet customer needs, improve customer satisfaction, expand enterprise market share and enhance their market competitiveness.This paper studies customer choice behavior and service quality improvement of the security market, by the integration of the theoretical and empirical study, based on the scientific ideas and theoretical approaches which come from economics, management science, systems theory. Customer choice behavior is directly related to the companies’ market share. The service(?) of the security companies and financial products whether can meet the customers’demands or not will affect the security company if it can reallv enter a virtuous circle of positive feedback...