基于SEM的DX证券顾客满意度测评

发布时间：2018-04-05 14:24

本文选题：证券公司　切入点：顾客满意度　出处：《山东大学》2017年硕士论文

【摘要】：随着我国证券行业改革的不断深化,证券公司面临的内部环境和外部环境均发生不可忽视的变化,证券行业内部的市场竞争日趋激烈。任何一个公司的发展壮大都离不开顾客的支持,证券公司若要在当前竞争激烈的市场环境下保持自身的市场地位,就必须充分满足顾客需求并实现顾客的价值,树立"以顾客为关注焦点"的公司经营理念,并在全公司自上而下地贯彻,建立健全顾客关系管理的长效机制,提升自身服务质量,达到顾客满意。DX证券公司作为一个典型的证券公司也不例外。为了充分满足DX证券公司的内在需求和外在要求,本文旨在为DX证券公司建立并有效实施一套适用于本公司的顾客满意度测评体系。本文在借鉴学者们对顾客满意度研究成果的基础上,结合DX证券公司的具体情况,建立了基于顾客感知视角规范化、科学化的适用于DX证券公司的顾客满意度测评模型,并组织专家函询,设计顾客满意度测评量表(6个二级指标,30个三级指标),利用调查问卷的数据对开展实证研究。结果表明,本文所开发的顾客满意度评价模型适用于DX证券公司的顾客满意度评价,量表也具有足够的信度和效度,并根据结构方程模型的路径系数计算,提取出影响DX证券公司顾客满意度水平的关键因素(关键观测变量),业务处理效率(BX12)以及员工服务态度(BX14)的路径系数最高,均是0.85,表明业务处理效率和员工服务态度对DX公司顾客感知到的服务质量水平影响作用最大,应视为关键观测变量,反馈及时性对顾客感知到的服务质量水平的影响作用也较大,影响系数值为0.84;金融风险(AX2)对感知风险的路径系数最高,为0.85,表明金融风险对感知风险的影响作用最大,是关键观测变量;经济性对顾客感知到的服务价值水平的影响系数最高,系数值是0.87。这一结果表明经济性对顾客感知到的服务价值水平的影响作用最大,是关键观测变量。这些变量应作为DX证券公司今后提升和改进的重点。本研究最终的结果表明所设计的模型和测评量表可以很好地解决本文提出的问题。研究结果一方面解决了 DX公司缺乏顾客满意度评价体系的问题;另一方面也为证券行业提供了一个顾客满意度评价方法的范本,对开发证券行业顾客满意度评价体系具有较高的参考价值研究,研究对整个行业具有良好的指导意义。证券监管部门可以以本文研究的顾客满意度评价方法为参考依据,监控公司的服务或产品水平。
[Abstract]:With the deepening of the reform of the securities industry in our country, the internal and external environment of the securities companies are changing which can not be ignored, and the market competition in the securities industry is becoming increasingly fierce.The development and growth of any company can not be separated from the support of customers. If securities companies want to maintain their market position in the current competitive market environment, they must fully meet customer needs and realize customer value.Set up the "customer as the focus" corporate management concept, and implement it from top to bottom throughout the company, establish and improve the long-term mechanism of customer relationship management, improve their service quality,To achieve customer satisfaction. DX Securities Company as a typical securities company is no exception.In order to fully meet the internal and external requirements of DX Securities Company, this paper aims to establish and effectively implement a set of customer satisfaction evaluation system for DX Securities Company.On the basis of the scholars' research on customer satisfaction, combined with the specific situation of DX securities company, this paper establishes a standardized and scientific customer satisfaction evaluation model for DX securities company based on the perspective of customer perception.The author also designed the customer satisfaction scale (6 secondary indexes and 30 third grade indexes), and carried out the empirical research by using the data of the questionnaire.The results show that the customer satisfaction evaluation model developed in this paper is suitable for the customer satisfaction evaluation of DX Securities Company, and the scale also has sufficient reliability and validity, and calculated according to the path coefficient of the structural equation model.The path coefficients of the key factors (key observation variable, business processing efficiency, BX12) and employee service attitude (BX14) that affect the customer satisfaction level of DX Securities Company are the highest.Both of them are 0.85, which indicates that the effect of service efficiency and employee service attitude on the perceived service quality of DX customers is the most important, which should be regarded as a key observation variable.The effect of feedback timeliness on customer perceived service quality level is also great, the influence coefficient is 0.84, and financial risk AX2) has the highest path coefficient on perceived risk, which indicates that financial risk has the greatest influence on perceived risk.Economy has the highest influence coefficient on customer perceived service value level, and the coefficient value is 0.87.The results show that economy has the greatest effect on customer perceived service value level and is a key observation variable.These variables should be the focus of DX Securities Company's future promotion and improvement.The final results of this study show that the designed model and measurement scale can solve the problems raised in this paper.On the one hand, the research results solve the problem of DX company's lack of customer satisfaction evaluation system; on the other hand, it also provides a model for the securities industry to evaluate customer satisfaction.It has a high reference value to develop the evaluation system of securities industry customer satisfaction, and it has good guiding significance to the whole industry.The securities regulatory department can monitor the service or product level of the company based on the customer satisfaction evaluation method studied in this paper.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.39

【相似文献】