Research On Evaluating Customer Satisfaction Of DX Securities Company Based On SEM

With the deepening of the reform of China's securities industry,securities companies are facing the internal environment and the external environment cannot be ignored changes,the securities industry within the increasingly fierce market competition.The development and growth of any company cannot be separated from the customers,the securities companies in the fierce market competition in an invincible position,we must sort out the "customer focus" concept of development,and constantly mining and customer needs,improve Services,enhance their quality of service to achieve customer satisfaction,DX Securities is no exception.This paper aims to establish a set of customer satisfaction evaluation system for DX Securities Company for the external requirement and internal demand of DX Securities Company.Based on the existing literatures on customer satisfaction and the characteristics of DX Securities,this paper develops the DX customer satisfaction model based on structural equation model and organizes the expert consultation and designs customer satisfaction measurement scale,and uses questionnaire data to carry out empirical research.The results show that the customer satisfaction evaluation model developed in this paper is suitable for customer satisfaction evaluation of DX securities companies.The scale has sufficient reliability and validity.Based on the calculation of path coefficient of structural equation model,The key factor in the level of customer satisfaction(key observation variables),as DX securities in the future to enhance and improve the focus.On the one hand,the research solves the practical problems of the lack of customer satisfaction evaluation system of DX Securities Company,and it also provides a model of customer satisfaction evaluation method for the securities industry,on the development of securities industry customer satisfaction Degree evaluation system is of great reference value.