Research On Improving The Customer Satisfaction Of The Third-party Financial Institutions

With the rapid development of China’s economy in recent years,the number of high net worth people and their total assets have been increasing year by year.By the end of 2018,the number of high net worth individuals in China had reached 1.97 million,and their total investable financial assets had reached 61 trillion yuan.The wealth management market was developing rapidly.However,owning to the short period and low level of development,the service which third-party financial institutions provided is not perfect.And it is difficult to meet the increasingly complex differentiated demand of high net worth population,which leads to a lower customer satisfaction.Therefore,how to improve the customer satisfaction of the third-party financial institutions has become an important problem that the third-party financial institutions generally exist and need to be solved urgently.As a third-party financial institution,with the rapid development of business,the imperfect service leads to the increasing number of customer complaints,which forces company C to improve customer satisfaction as soon as possible.In this paper,based on the theoretical research on customer satisfaction at home and abroad and the development of third-party financial institutions at home,and through the discussion and research on the characteristics of the mentality and investment behavior of high net worth people in China,combined with the current situation of financial services of C Company,the research ideas and methods are determined.Based on SERVQUAL model,this paper designs a questionnaire suitable for company C.In this way,the customer satisfaction of C company is analyzed objectively.Secondly,by means of a comprehensive and detailed analysis of the questionnaire data,from the three aspects of the business environment,the professional ability of the financial planner and the customer layered service process,this paper puts forward the promotion strategy suitable for customer satisfaction of company C.This provides a reference strategy for C company to grasp customer demand,develop steadily and efficiently,gradually promote C company’s competitiveness in the increasingly competitive financial market and the healthy development of the company.In addition,the analysis ideas,research methods and management suggestions of C company’s customer satisfaction are of certain reference value to other third-party financial institutions.