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Research of the Customer Relationship of Service Innovation Perception in Stock Company on the Willingness to Maintain

Author: YangHaoWei
Tutor: YuJianYuan；LiYongQiang
School: Southwestern University of Finance and Economics
Course: Marketing Management
Keywords: Innovation in financial services Relationship benefits Perceived risk Relations willingness
CLC: F832.39;F224
Type: Master's thesis
Year: 2010
Downloads: 147
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Abstract

With China's rapid economic development, China's domestic industry and secondary industry with the developed countries compared have made a lot of progress, but the tertiary industry, service industry is relatively backward, a relatively small contribution to the national economy . However, with the deepening of the international division of labor, the increasing demand for services, as well as the intensification of competition in the service sector, some industries reduce barriers to entry, China's service sector also will appear in the continuous prosperity of their level of development will also be developed countries and international standards. The financial industry is an important part of the service industry, China's financial industry is indeed made greater progress since the reform and opening up, but with the changing of social development and market demand, service level and structure of the financial sector need to be further improved optimization, in order to meet the needs of social development. Research on innovation in financial services to meet market demand and enhance the sense of service of the service-oriented enterprises to maintain good customer relations, increase corporate profit has important practical significance. China's securities industry as a branch in the financial services industry since the 1990s years continuous development of progress and improvement, the level of business has greatly improved. However, with increased competition, fluctuations in the economic development cycle, the vicissitudes of the international financial environment, many securities companies have been eliminated. To constantly enhance the competitiveness of the company, to avoid market a variety of risks, constantly ahead of the competition in an invincible position in the fierce competition, securities companies must continue to introduce new services to meet customer demand, to achieve the purpose of win-win with customers . Through a lot of literature reading and thinking, and finally determine the research direction and ideas, that is, from the customer's point of view to study the securities service innovation, and ultimately determine the contents of the study. In general, this study is divided into the following six parts: The first section is the introduction. Introduces the research background and significance of the purpose and content of research, ideas and methods of the research and contribution to the study and shortcomings. The second chapter is the literature review section. Introduces the related theoretical research, research services, the definition of innovation and research status quo, the concept and dimensions of the perceived risk, the concept of relationship benefits, and early studies and system. The third chapter is to study the assumptions and framework components. Mainly on the basis of the literature review study assumptions, build a research framework. Research design part of the fourth chapter. Theoretical process mainly include measuring the theoretical basis for measuring generated by the project, questionnaire design, sampling design, data collection. The fifth chapter is part of the data processing and analysis. That on the basis of the data collection, the use of statistical software for statistical analysis. The sample descriptive analysis, reliability and validity testing, structural equation modeling analysis. The sixth chapter is the conclusion of the study and Prospects section. Introduces the research main conclusions, the practical significance of the study and marketing advice, as well as future research directions. In this paper, the research method using a combination of theory and practice, using a variety of qualitative and quantitative research methods to the Institute of the issues raised. The main use of the method are: access to a variety of research methods of literature, expert interviews, questionnaires, and empirical analysis. In conclusion, this study starting from the point of view of innovation in financial services, of a very important issue in relationship marketing, service innovation and customer relations willingness. The article first reviews the service innovation, innovation in financial services, relationship marketing, perception of risk and the relationship between the interests of relevant literature; followed by empirical research as the starting point, the perceived interests of the risks and the relationship between two variables into the perception of customers and enterprises to service innovation relations have maintained a willingness model; Finally, the analysis of the questionnaire to validate the study's hypotheses and ideas, and ultimately draw the following conclusions: (1) the Securities and service innovation is positively related to perception and perceived risk. (2) Securities Services Innovation perception and relationship benefits into a positive correlation. (3) the securities service innovation perception path, compared with the relationship between the interests of customers pay more attention to the perceived risk. (4) the perceived risk, the relationship between the interests of customers and securities companies relations have maintained a will there is a significant relationship.

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