The Influence of Service Design on Business Performance for Securities Firms-a Case Study on Taiwanese Securities Companies

  • 張 正瑋

Student thesis: Doctoral Thesis

Abstract

This research mainly discusses the changes in the design of the content of customer services provided by the securities company's brokerage departments due to the increase in the proportion of electronic transactions in the securities industry of Taiwan The main research scopes includes: 1 to discuss the motivation for the service design of securities firms service methods and their impacts on performance; 2 to discuss the pros and cons of the salesperson working models under different service designs and the management system adopted by the management The purpose of this research is to propose a more efficient management methods for Taiwan securities firm managers while investors can also enjoy better services In the end we propose a better service model for Taiwanese securities firms and investors This research takes two large integrated securities firms in Taiwan as the research objects and conducts in-depth interviews with managers securities brokers and different types of customers Through this research it is found that customers with different attributes have different needs and expectations for securities companies The different service designs of securities firms give salespersons different working models which have different effects on the company's operating performance The traditional work model of salespersons has a stable effect on the main brokerage business of securities firms but has low benefit in the current actively developing wealth management business On the other hand the flexibility of the salesperson to work outside the office brings positive benefits to the wealth management business for securities firms
Date of Award2021
Original languageEnglish
SupervisorTai-Yue Wang (Supervisor)

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