| In recent years,the commission rate of the securities industry has continued to decline.In recent 10 years and the proportion of brokerage business income in the total revenue of securities companies has shown an obvious downward trend.With this fierce market competition,securities companies need to improve their securities service to enhance customer’s loyalty.At the same time,with the rapid development of mobile Internet technology,mobile phones have been more and more used to complete investment and financial management,payment transactions,leisure and entertainment,communication and so on.In this context,many securities companies begin to use online communities to provide custom services.As a medium-sized securities company,Y company is also exploring service mode with online community,expanding service content,and standardizing the service process,Y company could improve its online and offline business,and enhance service level to take the lead over the competition.Aiming at problems faced by Y company,an online community customer service quality evaluation model and a reason mining method have been established,then suggestions for improving online service have been presented in this thesis.Firstly,current customer and service status of Y company’s main online communities are introduced,and main problems currently faced have been analyzed.Secondly,based on the evaluation scale of SERVQUAL model theory,combined with expert interviews,22 evaluation indicators for online community service quality were finally determined.Using online questionnaire,customers were invited to evaluate the service quality.Customer expectation value and experience value of service quality have been achieved.Through analysis of questionnaire data,it has been found that there was still a certain dissatisfaction in Y company’s online community service,especially in responsiveness,empathy and reliability.Thirdly,the questionnaire data have been further analyzed to obtain the specific deviation of sub indicators in each dimension.Under the guidance of 5GAP theory,the causes of service quality problems were found.Finally,countermeasures to improve the quality of Y company’s online community service have been raised from four aspects,including service demand management,service standard deviation,service process management and service communication management.This research can help Y company improve its service quality and customer satisfaction of online community.At the same time,it is conducive to building Y company’s online community service model and providing support to offline business departments.And it can also provide a significant reference for other securities companies with similar needs with its effective analysis path to improve the service quality of online community. |
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