Dissertation Submitted to
Hebei GEO University
for
The Master Degree of MBA
Service Quality of S Business Department of A Securities Company
Based on SERVQUAL Model
by
Yang Lina
Supervisor：Ye Chenyi
Associate Supervisor：Li Yuguo
December 2021
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摘要
随着时代的发展和科技的进步，特别是中国加入世贸组织后，金融业对外开放程
度逐步提高，国内证券市场竞争日趋激烈。由于产品和服务高度同质化，竞争异常激
烈；营业部作为证券公司各项业务的排头兵，要想在这种严酷的竞争环境中取得竞争
优势，核心竞争力是服务质量。要想实现营业部的差异化服务，就必须要加强对服务
质量的管控，提高客户满意度和忠诚度，实现客户价值最大化。
首先，本文从 A证券公司 S营业部现行的客户服务质量出发，以客户关系理论、
服务质量差距理论、SERVQUAL模型理论为理论基础，阐释服务质量的现状。其次，
运用文献研究、调查问卷、模型分析的研究方法，结合笔者在 A证券公司 S营业部多
年的工作经验，通过调查问卷结果，结合实际工作感受分析，基于 SERVQUAL模型
的五个维度，揭示 S营业部服务质量存在的问题，从办公环境、客户交易委托软件、
工作人员态度、资产配置以及外部因素等方面对其多视角的深度探源，剖析问题产生
的成因。再次，结合客户关系理论和服务质量差距理论，提出 A证券公司 S营业部服
务质量提升策略。
本文为 A证券公司 S营业部提升服务质量提供适当的理论依据与实践指导，对于
A证券公司 S营业部提升服务质量、优化客户服务具有一定的参考价值与现实意义。
关键词：营业部；服务质量；SERVQUAL模型
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ABSTRACT
With the development of the times and the progress of science and technology,
especially after China acceded to the WTO, the degree of opening of the financial industry
has gradually increased, and the competition in the domestic securities market has become
increasingly fierce. Due to the high homogenization of products and services, the competition
is extremely fierce; As the vanguard of various businesses of securities companies, the core
competitiveness of the sales department is service quality if it wants to gain a competitive
advantage in this harsh competitive environment. Only by improving the service quality can
the differentiated service of the sales department be promoted, the customer satisfaction and
loyalty be improved, and the customer value be maximized.
First, this paper starts from the current customer service quality of S business department
of A securities company and explains the present situation of service quality based on
customer relationship theory, service quality gap theory, and SERVQUAL model theory.
Secondly, by using the research methods of literature research, questionnaire, and model
analysis, combined with the author's working experience in S business department of A
Securities Company for many years, and based on the five dimensions of SERVQUAL model,
this paper reveals the problems existing in the service quality of S business department, and
probes into the causes of the problems from the aspects of the office environment, customer
transaction entrusting software, staff attitude, asset allocation, and external factors.Thirdly,
combining the theory of customer relationship and the theory of service quality gap, this
paper puts forward the service quality improvement strategy for the S business department
of A securities company.
This paper provides the appropriate theoretical basis and practical guidance for S
business department of A securities company to improve service quality and has certain
reference value and practical significance for the S business department of A securities
company to improve service quality and optimize customer service.
KEYWORDS: Sales department; Customer satisfaction; SERVQUAL model
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