Measuring the Service Quality Expectations and Perception of the Customers Dealing with the Stock Trading Brokerage Firm of Rajasthan
The paper seeks to measure the service quality expectations and perception of the customers dealing with the stock trading brokerage firm of Rajasthan. In the pilot study, the researcher has identified 10 factors. Those factors are based on the quality service of the stock trading brokerage firm. After identifying the factors, the researcher intended to find the impact of those 10 identified factors, which were considered to be the potential factors of FINSERQUAL Model. The underlying variables under these identified factors have been discussed in appendix 1. Further to validate the identified factors in the model, correlation and regression analysis was conducted. The correlation and regression results showed that all the 10 identified factors have statistically significant impact on customer’s satisfaction which therefore validated the FINSERQUAL model identified in the study. Now since the researcher has established and validated the FINSERQUAL Model, the researcher intends to test the other hypothesis of the study. The hypothesis is to measure the difference between the expectations and perception of the customers dealing with the stock trading brokerage firm of Rajasthan.
Keywords - Perception, Expectations, FINSERQUAL