Research On Customer Service Quality Improvement Strategy Of ZT Securities Company

With the rapid development of the Internet finance industry,securities trading markets such as the New Third Board and the Beijing Stock Exchange are becoming more and more mature,traditional securities companies have been greatly impacted,and the securities brokerage business has gradually declined.In order to seek new development paths,It is necessary to abandon the traditional business model and use the modern development concept to formulate a new management and business model for securities companies.In today’s Times,securities companies must keep pace with the development of the times,constantly innovate development concepts,actively innovate service content,and devote themselves to providing customers with better services.Only in this way will they not be eliminated by the era of rapid development.In the operation process of securities companies,they mainly rely on the securities brokerage business to achieve profit goals.With the development of the Times,the commission rate of the traditional brokerage business is also decreasing,which has a great impact on the economic efficiency of the securities companies.Therefore,securities companies must actively adjust their own development models,start with customer service,conduct in-depth analysis of customer service needs,and strengthen their own service levels according to customers’ actual needs,improve customer satisfaction with company services,and help the company come out of the current development dilemma.This paper takes ZT Securities Company as the research object,and adopts the research methods such as questionnaire survey,interview method and literature analysis method to investigate and analyze the current development of ZT Securities Company,in-depth interpretation of the company’s customer perception service level,and find out the Some of the shortcomings of the company’s customer service.At the same time,this paper also makes a deep analysis of ZT securities company’s customer perceived service quality and customer service satisfaction,based on this,it analyzes the disadvantages of ZT securities company’s customer service quality,and then finds out some reasons that lead to the disadvantages of customer service quality.Finally,in view of some drawbacks in ZT securities company’s customer service quality,this paper proposes a series of measures that can effectively fit the service quality gap,the author puts forward some suggestions to bridge the service quality gap in ZT Securities Company from four aspects: Manager Cognition gap fitting,Quality Standard Gap Fitting,Service Transaction Gap Fitting and Marketing Communication Gap Fitting,the company hopes to improve the level of customer service.ZT Securities has set up more than 300 business departments at present,and the company operates a variety of business types,and the business coverage is very wide.Through the analysis of ZT Securities Company’s customer service quality,it can help the company to find out some deficiencies in its customer service work,at the same time,this paper proposes some strategies to improve customer service quality can help companies optimize the level of customer service,help the company’s sustainable development.In addition,some theoretical foundations used in this paper and the proposed service quality improvement strategies also have certain reference significance for the development of related research.