Research On The Service Quality Of H Securities Company's Brokerage Business Under The Background Of Internet

The development of the Internet provides customers with such advantages as enhanced control,ease of use and reduced transaction costs.As a result,online services have grown rapidly and have become at the forefront of the service industry.The online services provided by the developed stock exchanges in the United States,France,Singapore,and Turkey make the market more competitive.Traditional securities services are no longer able to meet the increasingly diverse needs of customers.Various service issues have caused dissatisfaction among the relevant customers,so the securities companies must seek a new way to provide superior service quality to gain an advantage in the competition.There is no doubt that for the securities industry,there is no market if customers leave,so improving service quality and increasing customer satisfaction can help make more and more relevant investments.This paper takes H securities company as the research object on the basis of consulting relevant literature.Firstly,combing the brokerage service content of H securities company through searching relevant data,analyzing from three levels of consumption,financial management and service,and introducing the risk level of relevant products briefly,and then analyzing the security brokerage service under the internet background from the perspective of customers Related situation qualitatively,laying a good foundation for the design of the questionnaire,using SERVQUAL service theory for reference,expanding the five indicators of tangibility,reliability,responsiveness,supportability and emotional input,and combining the tangibility indicators are not important in the Internet environment,and then replacing them with security indicators.After building 20 indicators,designing the expectation and evaluation questionnaire of service quality according to the data analysis,it is concluded that the responsiveness,supportability and emotional input are in urgent need of improvement,while the reliability dimension is relatively good.Based on the analysis results and the Internet development trend,it is further analyzed that the main reasons for such problems are fierce competition of service formats,lack of strategies for service operation and lack of mechanisms for service support.In view of the problems,this paper puts forward countermeasures and suggestions on improving the service format,improving the service operation strategy,and innovating the service support mechanism,so as to improve the customer service quality,optimize the service process,etc,and make a platform for providing more wealth management products and high-quality services.The study provides a certain reference for the current securities companies in the process of relevant brokerage business transformation,and provides suggestions for the securities companies to improve the quality of service,which has a certain practical significance.