W证券公司客户满意度研究
发布时间：2019-03-13 20:50
【摘要】：在我国加入WTO以后，中国的证券市场除了国内多家证券公司相互竞争外，外资证券公司也逐渐加入中国资本市场，导致中国本地证券市场的竞争越来越激烈。在这种环境下，国内证券公司纷纷转变经营理念，强调“以客户为中心”，，关注客户的需求，提供适合投资者的产品和服务，提升客户的满意度，与客户建立长期稳定的关系，最终与客户一道在资本市场做到共赢共发展。 因此，通过对证券公司客户关系管理进行研究，其意义在于可以客观地评价客户的满意度，更好地了解客户的需求，并从客户需求角度去开发、设计和创新金融产品，提升产品和服务质量，及时调整营销策略，促进公司的投入与产出效果，避免资源的浪费，最终提高公司的投资回报率。 论文对W证券公司的客户满意度进行了研究。首先，对W证券公司的客户关系现状进行分析，其次运用客户满意度的相关理论和模型，构建W证券公司的客户满意度指数模型和测评指标体系，然后设计调查问卷对客户进行测评，并对测评结果进行定性和定量分析，最后，对W证券公司客户满意度影响较大的指标提出改进的建议。
[Abstract]:After China's entry into WTO, besides many domestic securities companies competing with each other, foreign-funded securities companies have gradually joined the Chinese capital market, resulting in more and more fierce competition in the local securities market in China. In this environment, domestic securities companies have changed their business philosophy, emphasized "customer-centered", paid attention to the needs of customers, provided products and services suitable for investors, improved customer satisfaction, and established long-term and stable relations with customers. Finally together with customers in the capital market to achieve win-win development. Therefore, through the study of customer relationship management of securities companies, its significance lies in the objective evaluation of customer satisfaction, better understanding of customer needs, and the development, design and innovation of financial products from the perspective of customer needs. Improve the quality of products and services, adjust the marketing strategy in time, promote the company's input and output effects, avoid the waste of resources, and ultimately improve the company's rate of return on investment. This paper studies the customer satisfaction of W Securities Company. First of all, this paper analyzes the current situation of customer relationship of W Securities Company, and then constructs the customer satisfaction Index Model and Evaluation Index system of W Securities Company by using the relevant theories and models of customer satisfaction. Then, a questionnaire is designed to evaluate the customers, and qualitative and quantitative analysis of the results is carried out. Finally, suggestions for improving the customer satisfaction index of W Securities Company are put forward.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.51
[Abstract]:After China's entry into WTO, besides many domestic securities companies competing with each other, foreign-funded securities companies have gradually joined the Chinese capital market, resulting in more and more fierce competition in the local securities market in China. In this environment, domestic securities companies have changed their business philosophy, emphasized "customer-centered", paid attention to the needs of customers, provided products and services suitable for investors, improved customer satisfaction, and established long-term and stable relations with customers. Finally together with customers in the capital market to achieve win-win development. Therefore, through the study of customer relationship management of securities companies, its significance lies in the objective evaluation of customer satisfaction, better understanding of customer needs, and the development, design and innovation of financial products from the perspective of customer needs. Improve the quality of products and services, adjust the marketing strategy in time, promote the company's input and output effects, avoid the waste of resources, and ultimately improve the company's rate of return on investment. This paper studies the customer satisfaction of W Securities Company. First of all, this paper analyzes the current situation of customer relationship of W Securities Company, and then constructs the customer satisfaction Index Model and Evaluation Index system of W Securities Company by using the relevant theories and models of customer satisfaction. Then, a questionnaire is designed to evaluate the customers, and qualitative and quantitative analysis of the results is carried out. Finally, suggestions for improving the customer satisfaction index of W Securities Company are put forward.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.51
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