Evaluation of investor service performance by the security firm --A securities company as an example

• Main Authors: Hsiao-Wen Lai, 賴曉雯
• Other Authors: Jyh- Chau Yang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/21230813256313502581

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 99 === With the policy reform in the stock market of Taiwan over the last few decades, the reform has attracted new private brokers to the industry with a peak of 381 individual private brokers in the 90s. With the ups and downs of the stock market, share investments have become one of the major investment strategies adopted by the general public. However, due to the excessive number of brokers and overlapping of business operations, these have contributed to the increase of vicious competition. After successful implementation of the Financial Investment Corporations reform in 2000, market structure reform was also introduced to the investment industry to reduce vicious competition. As a result, the number of private brokers has decreased and this has encouraged vertical integration of remaining brokers in the market. In order to sustain competitive advantage, stock brokers are required to improve constantly to meet customer expectations, maintain current market share and furthermore expand in the future. The purpose of this research is to analyze service qualities received by the investors with data collected from random sampling through surveys. A number of methods will be used to analyze these data including creating 3 service categories using factor analysis approach from 21 service quality questions. Further variance analysis or t-testing will be used to identify differences between the 3 service categories. Lastly, a logical regression analysis will be used to examine the relationship between the investor-broker satisfactions. Performance evaluation of the upper and lower control line matrix will be used to further explain the difference between service quality recognition investors and brokers. Understanding these differences is expected to be able to assist brokers to analyze their current service qualities and improve their current service strategy.