华东师范大学(哲学社会科学版) ›› 2012, Vol. 44 ›› Issue (4): 145-151.

• 金融问题研究 • 上一篇    

国内证券公司经纪业务中小投资者满意度实证研究*

何小洲 蒋巍文   

  1. 重庆大学经济与工商管理学院, 重庆, 400044
  • 出版日期:2012-07-15 发布日期:2012-09-12
  • 通讯作者: 何小洲 蒋巍文
  • 作者简介:何小洲 蒋巍文
  • 基金资助:

    本文为重庆市软科学研究计划项目（cstc2011cxrkxA50001）的阶段性研究成果

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

HE Xiao-zhou, JIANG Wei-wen   

  • Online:2012-07-15 Published:2012-09-12
  • Contact: HE Xiao-zhou, JIANG Wei-wen
  • About author: HE Xiao-zhou, JIANG Wei-wen

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摘要： 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。

关键词: 证券公司, 经纪业务, 满意度, 中小投资者

Abstract: 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.

Key words: brokerage business, satisfaction, small- and medium-sized investors, factor analysis, regression analysis