| Summary: | 碩士 === 樹德科技大學 === 金融與風險管理系碩士班 === 100 === With the development of Vietnam Stock Market, the number of securities firms who join in stock market has increased rapidly. However, in the current competitive environment, customers are crucial for the survival of securities firms. How to give customers the best satisfaction is always the question that the securities firms attempt to ascertain the answer to with all their capabilities.
The purpose of this study is to find out which determinants have most impact on customers’ satisfaction to securities brokerage service of securities firm and evaluate the level of customers’ expectation and perception in term of such determinants. Specifically, I expect securities firm know how to improve their securities brokerage service to meet customers’ satisfaction. The determinants that affect on customers’ satisfaction are tangibles, reliability, responsiveness, assurance, empathy. We use
convenience sampling questionnaire to execute the samples and Regression Analysis apply to confirm the relationships of hypothesis. This study randomly surveyed 300 Vietnamese individual customers who have joint in Vietnam stock market and received a total of 225 valid questionnaires.
The research indicated the components (tangibles, reliability, responsiveness, assurance, empathy) may lead to acceptable ability of securities brokerage service of Vietnamese customers. In details, the strongest influence on customers’ satisfaction is Reliability. The results of this study are hoped to be the efficient constructive sources for the all Vietnamese securities firms to understand the factors that influence Vietnamese customers’ satisfaction, know how to improve securities brokerage service to meet customers’ satisfaction and become the best firm in brokerage service.
|
|---|
