Research On The Improvement Of Customer Perception Service Quality Of The Sales Department Of ZY Securities Company

With the continuous development of China's economy,the development of China's securities market must be able to further adapt to the requirements of high-quality economic development.Therefore,securities companies need to continuously strengthen their innovation capabilities and comprehensively improve service levels.Under the current situation of the implementation of the registration system,the rise of Internet finance,the expansion of the New Third Board,and the bank's application for a brokerage license,securities companies have more opportunities,but also face greater challenges.It is necessary for securities companies to take some measures to continuously strengthen their comprehensive strength and comprehensively enhance their market competitiveness.At present,the income of brokerages in China is mainly the income of brokerage business,but the commission rate of the industry has been declining year by year with the development of the industry,which this proportion has gradually declined in the proportion of operating income and net profit.Therefore,the securities company must change from the original fund-centered to the customer-centered,the original seller market has already shown the characteristics of "flat and unitary" service,focusing more on the audience's appeal.To update the existing service mechanism and upgrade the service level,thus promoting the new direction of the old business operation layout,improve management and service levels,this is the way for China's securities companies to go out of the commission war,continue to grow and develop.This paper synthesizes the methods of literature,questionnaire and interview,taking the business department of ZY Securities as a case to deeply analyze the quality of customer perceived service.Through the analysis of the current situation of ZY Securities' customer service system and the customer service system of the sales department.In view of the problem analysis,this paper develops the customer perception service quality analysis of ZY Securities' sales department,building the customer perception service quality index system through five aspects: tangibility,reliability,security,responsiveness and empathy.Based on the results of the survey,an analysis of customer perceived service quality gaps and causes wasBased on the analysis of customer perceived service quality of ZY Securities' sales department,the recommendations for service quality improvement measures of ZY Securities' sales department were given.This paper proposes to improve the service quality of ZY Securities' business department through four aspects.Firstly,the customer who needs awareness gap,needs to strengthen the implementation of customer-centric service concept and comprehensive understanding of customer needs;Secondly,the gap in service standards is bridged.To improve the internal environment of the securities company's business department,company should obey the implement standardized service procedures and continuously optimize and strictly abide by the compliance of the service process;thirdly,the service transmission gap is bridged,the staff training system of the sales department is improved,which the customer service performance evaluation system is optimized;The gap in service communication is bridged by strengthening the service awareness of all members of the securities company and further optimizing and adjusting the job responsibilities of the sales department and strengthening inter-departmental collaboration.Zhengzhou Branch of ZY Securities is the business department of the branch directly under the jurisdiction of ZY Securities.It has many types of business,wide business scope and balanced customer composition.This paper empirically studies the perceived service quality improvement of the brokerage business of Zhengzhou Branch.ZY Securities' brokerage business service quality improvement has great reference significance,which will help ZY Securities to break the current deadlock in the development of brokerage business of securities companies,and find strategies and methods to improve the service quality of brokerage business.The company's traditional brokerage business transformation provides a practical reference.