Strategies For Improving Customer Stickiness Of Brokerage Business Of Z Securities Branch

With the rapid development of digital finance,the securities industry continues to innovate and progress,and China’s securities companies are also facing great challenges and opportunities.Today,China’s securities brokerage business is still in the stage of disorderly competition with low commissions and similar business types,and securities brokerage business is still the pillar business of the source of income.If securities companies want to stand out and make progress in such fierce competition,they must make changes,follow the development law of the market,enhance the innovation of business structure,open up new ways,and take customer service as the key requirement to seize customers,maintain good customer relationships,and create income for securities brokerage business.Therefore,securities companies not only need to expand the market and increase new customers,but also pay more attention to the service experience of existing customers,enhance the stickiness of old customers,and implement the improvement strategy according to the problem,which can guide enterprises to better carry out marketing promotion,seize customer needs,reduce customer loss,improve the company’s image,and establish good communication channels.This thesis defines the object of customer stickiness research on the brokerage business of Z Securities Company as individual investors,and deeply analyzes the current situation and existing problems of customer stickiness.Firstly,the theories of domestic and foreign scholars on securities brokerage business and customer stickiness are sorted out through literature research,which lays a theoretical foundation for subsequent research.Secondly,according to the customer stickiness model,perceived ease of use,perceived trust,perceived risk,and social presence are the key influencing factors.And through interviews,questionnaires and other methods,collect the original information related to the stickiness of the company’s customers.SPSS software was used to analyze the reliability,validity and relevance of the survey results,and identify the magnitude of the impact of each factor on customer stickiness.Finally,the problems and reasons of the current business department of Z Securities Company are summarized,and the feasible countermeasures to improve the customer stickiness of Z Securities Company are proposed based on the discussion conclusions and the specific actual situation.These countermeasures include: optimizing the trading system and optimizing the business handling process in terms of perceived ease of use;In terms of perceived trust,carry out hierarchical management and strengthen precision marketing;In terms of perceived risks,clarify the division of authority and strengthen employee confidentiality learning;In terms of social presence,formulate a service assessment mechanism and strengthen network marketing.The research in this thesis hopes to further promote the improvement of customer stickiness in the brokerage business of Z Securities Company,and at the same time also play a certain reference significance for the improvement of customer stickiness of other securities companies.