|Title: IMPACT OF SERVICE QUALITY ON CUSTOMERS’ SATISFACTION WITH SECURITIES BROKER SERVICES|
Luc Manh Hien
The study’s objective is to evaluate the impact of securities broker service quality on customer satisfaction; through a review of relevant documents, the study has developed a model including five factors of securities brokerage service quality affecting customer satisfaction. Through survey results of 248 customers who have used securities brokerage services, reliability analysis techniques, and exploratory factors, five factors of the service quality model are included in the regression model multivariate rule. The analysis results show that customer satisfaction is most affected by the Responsiveness factor, the second is the Reliability factor, the third is Service capacity factor, and the last is empathy factor. However, the results did not show any impact of the Tangibles factor on customers’ satisfaction. Besides, the results show the difference between the variables of education level and gender on customer satisfaction. The research results, the study’s conclusions, limitations, and future research directions are also analyzed at the end of this study.
|Keywords: Service quality, Customer satisfaction, Securities broker services.|