国内证券公司经纪业务中小投资者满意度实证研究

An Empirical Research on Small-and Medium-sized Investors’Satisfaction with Brokerage Business of Domestic Securities Companies

以中小投资者满意度为研究对象,以投资者满意度的黑箱模型为基础,依据问卷调查获取第一手数据,运用因子分析法对影响国内证券公司经纪业务客户满意度的主要因素进行系统的归类与命名,再运用回归分析探寻影响投资者满意度的关键因素,其结果表明,证券公司服务与咨询类因素对客户的满意度影响最大,盈利能使客户的满意度水平显著提高,投资者的满意度受其亲朋好友的影响很大;而证券公司硬件设施、品牌知名度、营业部选址、柜台办理业务的速度等也是影响投资者满意度的重要因素。有鉴于此,证券公司在开展经纪业务中应当采用相应的对策,以积极提高中小投资者的满意度。

Taking the black box model of the satisfaction of small-and medium-sized investors,this thesis classifies and names the factors relevant to satisfaction according to the factor analysis of the first hand data collected by questionnaire and investigates into the key factors by using regression analysis.The results show that consulting and service factors are most important,and other factors,including hardware facilities,brand recognition and company location,are also significant.Therefore,securities companies should take corresponding measures to improve the satisfaction of small-and medium-sized investors.