Research On The Optimization Of Customer Service System Of Small And Medium-sized Securities Companies In China

In recent years,the capital market of China has developed greatly,and the market environment has become more and more complicated.There emerge more and more financial products.The securities companies face with not only the fierce competition of their peers,but also the homogeneous competition of the other financial institutions.Fierce competition has brought great pressure to the securities dealers and urged them to embark on reform and transformation.They have to focus on the improvement of the core-competitiveness and in the meantime reposition themselves among the numerous competitors.Only in this way can they develop steadily in the financial market.The small and medium sized securities dealers,with smaller scale of funds and more branches,may have a tough time under the pressure of the large securities dealers.Currently,the main product of the securities companies is service.The investors can choose among a great variety of securities companies.Therefore,the demand has become higher and higher,which has posed a great challenge for the traditional service pattern of the securities companies.In this context,this essay maintain that to attract more customers,the small and medium sized securities dealers can innovate their customer service,that is,to improve their customer relationship,and provide diverse service range to meet the higher demand of the customers.And this has become an important subject for the securities companies.This essay will analyze the status quo of the small and medium sized securities companies,their business situation,the pressure of competition and the policy orientation,and then focus on the operation and marketing mode,business situation,the service products,the problems they may encounter and the reasons.At last a more effective and more suitable way of management,a new organizing pattern,the measures of customer relationship improvement,a corresponding evaluation index system and optimization strategies of the customer service management are proposed.It will help to improve the development of the small and medium sized securities companies.Factor analysis,case analysis and questionnaires are adopted during the research process in order to analyze the statues quo and origin of the service system of the small and medium sized securities companies of China,the successful cases of the customer service system home and abroad,so as to propose a plan of improvement.A survey will be made after the customer service system has been improved to see whether the customer satisfaction will be increased.Statistical approach will be adopted to test and verify the reliability and validity of the questionnaire.This research has also found that the small and medium sized securities companies in China have emphasized on the sales while underestimated the role of service.There is no effective industry service standard.The transformation of service marketing is not completed.T he homogeneity of service is high and the customers service is not closely integrated with the marketing.The above-mentioned problems can be attributed to the short history of the securities companies,imperfectly competitive markets,the defects of incentive mechanism and management and the drawbacks of organization form,governance structure and limit of business behavior.Improving the existing customers service system will improve the expectation and level of trust of the customers,and also have a great impact on the perceived quality,customers transfer,customer's loyalty and their satisfaction.