Investing in stock market is one of the familiar strategies followed from north India to south India. An essential requirement for investing in stocks is having a broking account. People feel that there is no difference between one broker and the other in opening a Demat (Dematerialisation of Account) and trading account. This does not hold true. Each and every brokers need to follow different strategies to attract new potential customers into the business and at the same time they try to adopt distinguish service structure for existing customers based on their preferences. The study is conducted at Erode District, Tamilnadu to understand the customer preferences and the satisfaction level of the customers from the broking firms. The paper also considers the dynamics of service quality of broking firms towards investors' satisfaction and to examine the factors that leads to customer retention. 900 investors are identified for the study and structured questionnaire is framed to conduct the survey on different locations within the district. The study reveals the satisfaction level of customers with age, gender, educational level, occupation, income level, past experiences in trading and the service quality of the broking firms.
Download Free PDF View PDF
See Full PDF
Sorry, preview is currently unavailable. You can download the paper by clicking the button above.
