Research On Improving Customer Perceived Service Quality Of ZT Company

The past two decades, China's securities industry in the larger environment of economic reform gained rapid development, but compared with foreign securities industry, China's securities industry is still not mature enough, is still in development but also "extensive" development stage, China's securities brokerage business is still the company's main business, the industry is still in the stage of a commission war, so if securities companies want healthy and fast development it must change from the center around funding to customer-centric, the seller must market, It must change from a seller "shopkeeper" to a flat single service, and must based on customer demand as guide, guide and create new model of service for improving service quality.This paper made ZT securities as the research object and SERVQUAL as theoretical basis, based on five indicators: the original tangible, reliability, responsiveness, assurance and empathy, according to the characteristics of the securities industry and services, the company constructed the ZT securities perceived service quality evaluation model(comprising seven and twenty-four two-level indicators index),and designed the questionnaire based on the evaluation model, the quality and importance of service satisfaction, obtained ZT securities companies differentiated services present through empirical research analysis(to understand the special needs of customers, improve personalized service), responsive service(timely service, fast handling of customer complaints) and reliability of services(Pledge timely completion, accurate and brokerage contract for customers solve problems) much-needed improvement in the provision of guidance services(knowledge skills training and risk education) and assurance services(professional services personnel and studies of reference) are also to be further strengthen the security services and tangible services is relatively good. Based on findings and evaluation model results the cause leading to the ZT securities issues problems above can be divided into three levels. First, the industry level, the lack of variety of transactions and single market level, resulting in low ZT securities company differentiation service satisfaction. Second, the company level;Uncollected customer requirements and can not provide differentiated services lead to low differentiation service satisfaction; failed to expressing concern to customers resulting in low reliability of service satisfaction. In the staff level, the lack of professional staff, weak sense of service and lack sense of responsibility will affect the quality of service ZT securities company.To deal with the problems above, this paper put forward creating a service-oriented culture; implementation of the service process reengineering; the creation of innovative drive concept of development and building efficient business service value chain to improve the macroeconomic environment ZT securities services; through standardize services; build customer requirements gathering channels; client-grading and classification; to establish a standardized and differentiated service model combines the differences to improve services; by creating fine service platform, improve customer complaint handling mechanisms to improve the responsiveness and services; By standardizing service etiquette, established scientific employees incentives to improve services of the guidelines; Improving service stock of knowledge to improve the professionalism of the service by the quality of staff training mechanism, ultimately improve service ZT securities customer perceived quality.