An Empirical Research Of Customer Satisfaction On Brokerage Business Of Domestic Securities Companies

Domestic securities market has a well-established scale, and securities companiesdeveloped well in this environment. The competition of domestic securities brokeragebusiness is fierce. Reducing the commission to attract customers leaded to low profit andignoring of the customer satisfaction and loyalty. Customers changed from one companyto another frequently, those influenced the financial performance and the development ofsecurities companies greatly.2012was hailed as the first innovation year of Chinasecurities company, there will be more and more innovation business, and the restrictionsof opening account will gradually unloosening, investors can choose company in a largerarea in the future, the satisfaction of customer will be of prime importance, this bring bothopportunities and challenges to Brokerage Business operation.This Paper accessed to literature material of customer satisfaction and loyalty athome and abroad, summed up the relationship between customer satisfaction and loyalty.According to the characteristics of domestic securities market, we focused on thesatisfaction of Small and Medium-sized investors, proposed the black box model ofsatisfaction. After the investigation of the Securities company sales department, talkingwith the securities company staff and customers, combining with the existing satisfactiontheory, we designed a small sample questionnaire to do small sample exploratory factoranalysis. According to the result of exploratory factor analysis, we adjusted thequestionnaire, determined the final questionnaire. By Questionnaire investigation, thispaper obtained the first-hand data. We extracted four public factors which named serviceconsulting factor, brand image factor, hardware facilities factor and geographic locationfactor respectively. Found the key factors which influence the satisfaction of Small andMedium-sized investors by using regression analysis. According to the characteristics andimportance of the influence factors, we put forward a domestic evaluate index system ofbrokerage business, and a creative model which combines the customer satisfaction、KPIand mix financial service management together, and corresponding suggestions whichremind the domestic securities company to focus on the important thing, discussed how toenhance the customer satisfaction and loyalty, cope with the increasingly fierce brokeragebusiness competition, meet the new challenges and opportunities well.