Construction And Application Of Customer Satisfaction Evaluation Model Of Securities Company

In the past two years,with the downward trend of the economy,the competition in the securities industry has become more and more fierce.From the development of China's securities industry,we can see that in the early stage,securities companies put more emphasis on competing with similar products and services to seize the market,and the differentiated services that can provide customers are relatively small.Facing the trend of the new normal economy,looking for a new growth point is the way out for the future development of securities enterprises.Therefore,securities companies must change from market-centric to customer-centric.Only by paying more attention to customer satisfaction can they realize the optimization of their own resources and achieve customer trust can they succeed in competition.In the paper,literature research and case analysis methods are used.Qualitative analysis is combined with quantitative analysis.Through the analysis of the influencing factors of securities customer satisfaction,the evaluation model of securities customer satisfaction is constructed,and the model is validated by specific enterprises.There are six parts in the paper.The first part mainly analyses the background and significance of this topic.Then it summarizes the domestic and foreign research on customer satisfaction,especially the related research on customer satisfaction in securities industry.At the same time,it reviews the research and puts forward the basic entry point of the paper.The second part mainly focuses on customer satisfaction and customer loyalty.The paper describes the related concepts such as sincerity,then introduces the models and methods of customer satisfaction evaluation,and also analyses the psychological and economic basis of customer satisfaction.The third part analyses the main factors affecting customer satisfaction of securities companies based on the characteristics,composition and characteristics of securities companies.Based on the analysis of the three parts,the paper puts forward the basic construction idea of the customer satisfaction evaluation system of securities companies and the setting of the evaluation index,and uses the analytic hierarchy process to determine the weight of the evaluation index.The fifth part combines with the B Business Department of A securities company to analyze the existing problems of customer satisfaction,at the same time to investigate its customer satisfaction,and on this basis to its customers.Satisfaction evaluation,and finally put forward measures and suggestions to improve and enhance customer satisfaction;the sixth part is the conclusion of the paper.Based on the related research and practice of customer satisfaction at home and abroad,the paper constructs a model of customer satisfaction evaluation of securities,and validates the model,hoping to provide a useful reference for the evaluation of customer satisfaction of securities industry.