Research On The Evaluation Of Customer Loyalty And Promotion Strategy Of Caitong Securities

With the gradual integration of the domestic financial market with the world,China's financial industry is constantly improving.However,with the fluctuation of the stock market in the past two years,the securities industry is facing new challenges.For brokers,customers are performance and an important basis for profits.However,the development and maintenance of customers require high costs,so how to operate customers to ensure maximum benefits is a business strategy that brokers must face.Caitong securities as a local brokerage,Zhejiang province,in order to remain competitive,profit in the fierce market competition,the company how to continuously improve their service level,meet customer demand,improve customer satisfaction,and ultimately win the loyalty of customers over the long term,maintain the sustainable development of Caitong securities,it is a need to seriously consider and important problems worthy of studying.Customer loyalty is the core competitiveness in the development process of an enterprise.In the fiercely competitive market,having a group of loyal customers is conducive to the enterprise to maintain a high market share forever,thus bringing stable benefits to the enterprise.By means of literature research,questionnaire survey and data statistical analysis,on the basis of fully understanding the theories related to customer loyalty research at home and abroad,this paper conducts in-depth research on 300 customers of the company and establishes an evaluation index system of customer loyalty of Caitong Securities.Using principal component analysis,the study found the main factors influencing the Caitong securities customer loyalty have service satisfaction,staff professional quality,replace the recommendations of the brokerage cost and service,the customer loyalty is built on the basis of this model,the further use of decision tree analysis it is concluded that when employees professional quality score is greater than3.7,and service satisfaction score is greater than 3.6,the services recommendation rating greater than 1.4 and service satisfaction score is greater than 3.8,predictable not loss this customer.For Caitong securities analysis of the existing problems and influencing factors of customer loyalty,from improving the quality of customer service awareness,improve customer satisfaction,improve customer transfer cost three aspects is optimized,and organization structure,human resource,corporate culture and customer relationship management from four aspects of customer management and improve the loyalty.