Beyond Transactions: Mapping Customer Priorities And Service Delivery In Financial Brokerage

Abstract

Purpose – This study identifies the essential services for stock broking customers and evaluates which aspects of service quality most significantly influence customer satisfaction. This research explored the effect of perceived quality of service on customer satisfaction.It also tried to establish the most and least important aspects of perceived customer satisfaction service-quality
Design/methodology/approach- A structured questionnaire based on the revised SERVQUAL model (Parasuraman et al., 1991) was distributed to assess customer perceptions across five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. tangibility, reliability, responsiveness, assurance, and empathy.
Findings – Findings indicate that customers prioritize service consistency, safety and security, and relationship management. Areas with the highest expectation-perception gaps include transaction accuracy, promptness, and investor interactions, while care and feedback implementation show the smallest gaps.
Research limitation/implications – The study highlights how demographic factors relate to customer satisfaction and emphasizes the need for stockbrokers to bridge performance-expectation gaps.
Practical implications – The results suggest that firms should emphasize consistency, security, and relationship management to meet key customer expectations.
Originality/value – While SERVQUAL has been widely used in sectors like banking and healthcare, this study uniquely applies it to stock broking, offering new perspectives on customer expectations.