Research On Service Quality Improvement Of XX Securities Business Department

The development of the securities industry since the 1990 s has far-reaching significance and has laid the foundation for the prosperity of the capital market.The development of securities industry in the new era is facing new challenges and opportunities.With the rapid development of the Internet,the asymmetry of information is decreasing,thus intensifying the homogeneous competition among brokerage firms.Customers now have the characteristics of easy loss,lack of loyalty and high service quality requirements.Securities business department is facing a large number of "dormant" and lost customers.How to reduce the loss of customers? This is a problem that most securities business departments are thinking about.The paper is based on the service quality SERVPERF model theory,using AHP hierarchical analysis,stratified random sampling and other methods.Through the XX securities business department for in-depth understanding and detailed communication to obtain service quality evaluation indicators,the use of questionnaires to obtain evaluation data,and then to improve the perspective of their own 7 years in the securities industry to propose countermeasures.First of all,the evaluation indexes are selected according to the5 dimensions of service quality,and the indexes are selected according to the unified standard after several rounds of discussion.Then the weighting of each indicator is carried out in accordance with AHP hierarchical analysis,which in turn can achieve targeted treatment of major issues in order to achieve twice the result with half the effort.Secondly,in accordance with the revenue generation of different customer asset sizes to determine the sampling ratio,a stratified random sampling of XX securities sales department customers,from their perceived service results to analyze the level of service quality.By calculating the customer perception service quality score to determine the degree of satisfaction.Finally,we systematically analyze the reasons for each dimensional score and propose solution measures.It mainly includes the establishment of software update mechanism and simplification of business process to enhance the soft power.We improve solutions to common business problems with a point-by-point approach and establish an urgent problem channel to improve efficiency.Strengthen employees’ understanding of service and develop a perfect service process,motivate employees to maintain a rigorous working attitude,and encourage them to seriously understand customers’ investment needs to strengthen service awareness.Improve the staff’s expression ability and professional knowledge,and improve the overall quality of staff by providing professional investment analysis and asset allocation services to clients.Listen patiently and meticulously to clients from their point of view and make them feel valued.In this way,we can achieve customer satisfaction and thus improve the quality of our services.The thesis takes the actual situation of the enterprise as the starting point,identifies the problems through scientific and rigorous analysis,and proposes solution measures combining with the characteristics of the industry as well as feasibility.Although there will be many new factors to consider in the future with the development of the times,the essence of its service quality will not change significantly.Therefore the research results of the paper still have strong practicality and reference in other brokerage business departments.