W Security Company Customer Satisfaction Index Research

After China’s accession to the WTO, foreign security companies have began tocompete with domestic securities companies in the capital market of China. Therefore,the local security companies are now facing increasingly fierce competition in thesecurities market. China’s security companies have to change their managementphilosophy in the competitive environment, emphasizing "customer-centricmanagement"，focusing on customer’s needs，providing suitable products and servicesfor investors，enhancing customer satisfaction，and establishing a long-term and stablerelationship with customers, thus to achieve win-win and common development ofsecurity companies and their customers in the capital markets.Therefore， through the study on customer relationship management of securitycompanies，to evaluate the index of customer satisfaction objectively，the betterunderstanding of customers’ needs and demand can be achieved. Then, develop, designand innovate the new financial products from the customer’s point of view，improveproduct and service quality，timely adjust marketing strategy to promote the effect of theinput and output of the company in order to avoid the waste of resources，finallyultimately improve the company’s return on investment.The customer satisfaction of W securities companies is the research content of thispaper. Authors analyzed the current status of the W security company’s customerrelationship. Based on relative customer satisfaction theories and index model, authorbuilt the customer satisfaction index model and evaluation index system for W SecurityCompany. Then, the questionnaires were designed, and the customers of W SecurityCompany were surveyed. The survey results were analyzed by the method of qualitativeanalysis and quantitative analysis. Finally, the authors put forward suggestions forimprovement of the worst indicators of the customer satisfaction of W SecurityCompany.