| dc.description.abstract | Vietnamese stock market has to face to serious difficulties in the global economic crisis when it does not develop strongly enough. To overcome this period, securities companies in general need to think of a strategic method in order to expand the network customers on the basis of maintain the present value, absorb the new ones and improve the quality of services. In short, the evaluation the quality of services in securities companies become a head responsiveness nowadays.
By applying SERVQUAL model, we can identify and evaluate which factors affect the quality of securities brokerage services in securities corporations. This model is adjusted by the results of qualitative research on investors who open accounts at VNDIRECT Securities Corporation. Questionnaires were distributed to 255 investors through papers and online surveys which are dominated by online surveys. As a result, we can conclude that all 5 factors such as: Reliability, responsiveness, assurance, empathy and tangibles can impact on customer satisfaction which plays a decisive role in the quality of service.
Besides, we also apply Cronbach’s Alpha test to exam the reliability of all factors and the consistency of them to the dependent variable – Customer satisfaction. Except some small items eliminated, most of items can influence significantly to the level of satisfaction. | en_US |
