Research On The Customer Satisfaction Of Anshan National Securities Brokerage Business

As China's economic structural adjustment,to develop diversified financial market development,adding to the securities market competition pressure.Therefore,securities companies want to stand out in the industry,in an impregnable position,to strengthen the business at the same time,more important is to focus on customer demand,to stand to the customer's Angle to think,improve customer satisfaction,so that will be able to take the customer as the center to carry out the optimization of enterprise product or business and innovation,the products according to the suitable for the market,will attract more customers,the development of enterprises will be a long road.This paper mainly through the Anshan national securities brokerage business as the main research object,through to the sales department of brokerage business in parts of the basic condition of customer service,and then present the situation of the service is in line with the company development were analyzed,and find out the real needs of customers,to know that at present the important factors that affect customer satisfaction,and then to carry out the effective customer satisfaction evaluation system,an effective evaluation,through a comprehensive evaluation to find out the real reason lead to low customer satisfaction,to suit the remedy to the case,to solve problems,and extrapolate,comprehensively promote the customer service level of brokerage business,set up perfect,systematic and comprehensive system of customer satisfaction.The innovation of this paper mainly include the following:This article main research content is first and foremost to Anshan national securities brokerage business customer service and customer management problem analysis,find out the problems,a comprehensive evaluation,according to the final evaluation to make effective measures to cope with the situation,to improve customer satisfaction.The research mainly USES interviews,questionnaires and other methods to collect the relevant basic data,so that the effective combination of practice and theory ensures the comprehensiveness of the research method.During the study,the author reviewed the domestic and foreign related literature related to the securities market,to light a number of specific case,of course also the expert investigation,combining the actual operation situation,to develop a reasonable and effective customer satisfaction evaluation index,finally determine the reasonable evaluation model.Evaluation method is the analysis Anshan national securities brokerage business customer satisfaction weight the most effective method,but also apply the relevant calculation formula for the sales department of customer satisfaction index was calculated,it is concluded that the index was 68.88%.In order to ensure the comprehensiveness of the evaluation results,the company was analyzed from the positive and negative aspects to ensure the accuracy of the evaluation factors.