證劵商頂級客群滿意度分析

證劵商隨著金融科技發展繁榮跟景氣循環的關係還有主管機關修改法律的因素，傳統的證劵商獲利逐漸下滑，導致小型證劵商跟傳統證劵商破產與整併，證劵商不得不正視獲利下降的問題。對於頂級客群而言證劵市場是能夠投資賺錢的地方，頂級客群的滿意度跟證劵商提升獲利有關係，從證劵商的角度切入顧客滿意度、產品多樣性、品牌形象、服務品質來探討，未來證劵商所面對的競爭以及挑戰都將會更艱辛道路。本研究透過證劵市場現況以及網路下單的介紹，用專家訪談法來收集資料，採開放性的問題，以獲取高階主管的想法及未來展望，建議證劵商從影響頂級客戶對於證券商滿意度原因為何，並提供台灣證劵商強化競爭優勢策略，期待能在激烈市場中，求生存。

關鍵字

證劵業；顧客滿意度；專家訪談法

並列摘要

Since the development of financial science and technology and the cyclical relationship between the financial science and technology and the regulatory agency’s revision of the law, the traditional securities dealer’s profit has gradually declined, leading to the bankruptcy and consolidation of small securities brokers and traditional securities brokers. Securities dealers have to face up to the problem of falling profits. For the top customers, the securities market is a place where investment can make money. The satisfaction of the top customers is related to the profitability of the securities companies. From the point of view of the securities companies, customer satisfaction, product diversity, brand image, and To discuss the quality of service, future competition and challenges faced by the securities companies will be even more difficult road. This study uses the expert interview method to collect data through the current situation of the securities market and the introduction of online orders. It adopts open questions to obtain the ideas of senior executives and future prospects. It is recommended that securities companies influence the top customers from the securities companies. What are the reasons for satisfaction and provide Taiwan’s securities firms with strategies to strengthen their competitive advantage and look forward to surviving in the fierce market.