Research On Customer Satisfaction Promotion Strategy Of G Securities Company Based On Improved CCSI Model

In recent years,with the economic development and the continuous improvement of financial investment-related policies,the expansion trend of securities companies and securities companies is obvious,and the competition in the securities market is becoming more and more fierce.At the same time,the retail hall of securities companies is being cancelled,followed by the stickiness of securities company customers is getting lower and lower.Customer satisfaction in many industries is an important symbol to measure the operation quality of enterprises.Therefore,for securities companies to obtain more economic benefits from the market,they must constantly improve customer satisfaction and increase customer satisfaction and loyalty.Using case analysis,questionnaire survey and data regression analysis,we evaluate the customer satisfaction of G Securities Company based on the CCSI customer satisfaction evaluation model.The thesis first combines the development status of the securities industry and the corporate culture of G securities companies,to build a satisfaction evaluation index system that meets the development needs of G securities companies.Then,the customer satisfaction survey was conducted to more than a dozen business departments in different regions of G Securities Company,and the survey results were analyzed by quantitative,qualitative and regression analysis.The analysis found that customers’ relatively high satisfaction with the transaction software,fixed income financial management and fund discount of G Securities Company was higher,while their satisfaction with commission fees,value-added services and complaint handling was significantly low.In view of this problem,the thesis using IDIC theory and customer relationship management theory,focusing on the service consciousness,investment products,information construction,by strengthening staff service consciousness,improve the service level of G securities company,strengthen departmental communication,custom more humanized trading software service and a series of safeguard measures,finally achieve the purpose of improving customer satisfaction.The research in the thesis will help to provide a novel theoretical model of customer satisfaction evaluation for the securities industry,and will provide a reference and theoretical basis for improving customer stickiness in the securities industry.At the same time,the thesis found that the choice of customer satisfaction has a certain correlation with the education degree and occupation of customers,which provides a new reference direction for the customized and standardized products and services of G Securities company,and also helps the securities industry association to carry out more detailed investor education work.