The Effects of Service Quality on Relationship Quality in Online Stock Trading

• Main Authors: Hui-yuan Huang, 黃惠媛
• Other Authors: Chi-shiun Lai
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/25576727182985494074

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 92 === Parasuraman, Zeithaml,and Berry(1885) established the service quality scale ,which was used in many industries. However, the information technology is growing up in recent years, especially in the securities companies and financial industries.Traditional service encounter by face to face is changing in online trading.Technology has been infused with service encounter. Therefore, the traditional service quality scale is not suitable in today.On the contrary, the new technology-based self-service is to be discussed by scholars.This study was based on the new technology-based self-service, and discussed the factors of influencing service quality and relationship quality. Additionally,there are few studies related to the new technology-based self-service and relationship quality,especially in online stock trading.Therefore,this study was to understand how the investors consider the online stock trading website and trading system. In order to examine the above relationships, this research conducted an empirical study based on 242 respondents of the investors in Taiwan.The summary of salient findings are as follows: 1. The need for interactions has significant effects on service quality. However ,the service employees are important and positive to investors. 2. Besides the Customization construct, service quality has significant effects on relationship quality in most aspects.The investors can not build up long-term relationships with brokers.