| Summary: | 碩士 === 佛光人文社會學院 === 管理學研究所 === 94 === The security market is the center of the capital market, but the business scope which the dealer in securities can operate is much restricted by the government. The result is that security companies in markets are nearly the same. Thus, the business must set up good quality in serving if it wants to operate permanently and transmit the high-quality service that can satisfy customer and customer's demand.
Because the demographic statistics is much easier to measure, and it is much interrelated with the consumer’s preference, so the demographic statistics are the most frequently used variables which distinguish the market. This research investigated customer in securities market, examined the customer satisfaction in five facets, such as hardware equipment, reliability, trading products, personnel's quality and extra services, etc. In addition, the research used factor analysis and analysis of variance (ANOVA) to analyze and test if satisfaction is different in various demographic variables. Finally, the research also explored what factors that the customer place importance on.
The result of this study shows the sex, age, and education would cause the difference of satisfaction, but the occupation would not. In addition, young people are more satisfied for equipment, trading commodities and additional service；the higher educational background are more satisfied for equipment, but they are less satisfied for additional service.
Furthermore, the factors in different dimensions that customer paying close attention to are trading systems, accuracy of transactions, transaction cost, the broker’s problem-solving abilities, and investment suggestions from specialist.
These results show the trading system is still the core of consideration for client, especially trading through telephone and internet. The empirical results also reveal the young people prefer trading through internet, but older people pay close attention to an exchange floor and television centre. The lower educational background emphasize more on telephone trading and television centre, but they would emphasize more on web trading following a person’s age.
Key word: customer satisfaction , securities broker firm
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