The Study Of the Customer Satisfaction in On-line Stock Trading System
Prof. Chu-Fu Yang
|關鍵字:||網路下單;服務品質;顧客滿意度;On-Line Stock Trading;Service Quality;Customer Satisfaction|
The on-line stock trading has been developed over six years in Taiwan, and the competition for the on-line stock trading is very keen. In addition to standing on a vantage point, understanding customers is also essential for standing out from the competitors. Therefore a survey of satisfaction with the on-line stock trading was framed by sorting literatures of the on-line stock trading and service quality. And investors were investigated by the digital question-and-answer survey. There are nine factors of the service quality Sorted by the factor analysis methods at first, and then used to analyze if there are differences between the satisfactions of the first four on-line brokers by the Multivariate Analysis of Variance Method（MANOVA）, and furthermore used to analyze the related factors of the investors’ payment of investing information by the crossing analysis methods. The results of the study are useful to understand the differences between the satisfactions of the first four on-line brokers in Taiwan; moreover, it’s helpful to understand the investors’ needs and the improvement of customer satisfactions for the other on-line brokers. There were only parts of on-line investors surveyed, and overall surveys would be more effective and perfect. The studies of the relations between the basic characteristics of on-line brokers and behaviors of the on-line stock trading, and of the relations between market share and customer satisfaction are both needed further.