Research On The Improvement Of Service Quality Of High-net-worth Customer Of Gansu Branch Of Haitong Securities

Affected by many factors at home and abroad,China's real economy risks and financial market risk levels continue to increase,and banks and securities,which are closely related to the development of the real economy,will also be directly impacted by risks.Judging from the current development of the securities and financial industry,the strengthening of financial supervision in a continuously changing market not only effectively eliminates risks,but also limits many financial transactions and securities investment businesses,while the increasingly mature financial digital economy changes and the application of new technologies Quietly changing the behavior of securities customers and the pattern of market competition,and the emergence of new market competitors has also intensified competition.The dividends of the development of the securities industry have gradually disappeared.The traditional management and management model of the securities industry is no longer suitable.The current needs and development of the securities investment industry,finding new industry development strategic directions and transforming in a timely manner,and digging internal securities customer resources have become a common consensus among major securities firms.In this context,Haitong Securities Gansu Branch,which is at the forefront of competition,in order to adapt to changes in market competition,learn from the successful experience of service transformation in the financial industry,take the improvement of high-net-worth customer service as a starting point,and serve as a breakthrough for branch business development.Improve satisfaction and loyalty of high net worth customers.The thesis takes Haitong Securities Gansu Branch's high-net-worth customer service quality improvement as the research theme,on the basis of sorting out and summarizing domestic and foreign relevant service quality related theoretical literature.First of all,it introduces the current service management status of high-net-worth customers.It uses data analysis,survey research,comparative analysis and other methods to investigate and analyze the existing problems of existing high-net-worth customer services,including inventory high-net-worth customers,service employees,and management Conduct research;secondly,draw on the excellent experience of service management of domestic financial institutions,and analyze and analyze the main problems and causes of high net worth customer service quality of Haitong Gansu Branch by comparing the gaps in high-end customer service;According to the five dimensions of evaluation service quality,and based on the advanced experience of private bank development,the high-net-worth customer service quality improvement plan of Haitong Gansu Branch was put forward in a targeted manner.Provide guarantees for the implementation of service quality,thereby improving the satisfaction of high-net-worth customer services,achieving service efficiency and profit growth.Based on the actual situation of Haitong Gansu Branch,this paper proposes a service quality improvement plan that is suitable for the current operating environment.The research conclusions can provide research support for improving the service quality of high net worth customers of Haitong Gansu Branch,and also provide domestic brokerage peers with improved customer service quality.References.