Online services offer customers a splendid display of benefits such as
enhanced control, ease of use and reduced transaction charges.
Consequently, online services have grown rapidly and have emerged as a
leading edge of service industry. Providing online services in developed
stock exchange such as USA, France, Singapore and Turkey has lead market to
become more competitive. Therefore, brokerages compete in offering superior
service quality.
Tehran Stock Exchange (Tehran SE) was established in April 1968 and has
experienced quick expansion in recent years. It seems that applying
conventional trading system can not manage increasing amount of trades and
drown serious insufficiency. These problems cause traders' dissatisfaction
and the lack of technological foundations creates an inefficient market and
with no doubt, traders leave the market where there is no appropriate
surveillance in it and as a result no assurance of fair trading system for
everyone. It seems that providing and recovering service quality in this
market may enhance traders' satisfaction and encourage investing more and
more. This exploratory research intends to gain a better understanding of
the service quality dimensions that affect customer satisfaction in Tehran
SE.
This research covers a brief literature regarding related subjects. The
main body of research is allocated to research stages. Four research
questions will be answered and in order to collect data numerous methods,
such as interviews, statistic data, questionnaire and also demo-software
presentation were used. For the sake of analyzing data, SPSS software was
employed. Results show that there is a meaningful difference between
traders' satisfaction in conventional stock exchange and stock exchange
based on online trading system: moreover, existence of online trading
system in stock exchange can raise the degree of traders' satisfaction.
Obviously satisfied traders tend to invest more and more and this is
desirable. Finally, the findings of this research are mostly useful to those
(stock market's officials, brokers, traders, etc.) who intend to expand the
Iranian stock exchange. The results indicate how Iranian traders' rank
service quality factors and if online trading system could enhance their
satisfaction level or not? Also factors which le...