Service Quality Dimensions and Investor Satisfaction on Online Stock Trading System in Nepal

Abstract

This study explores the dynamics of service quality and customer satisfaction in the Nepal Stock Ex-change (NEPSE) facilitated by online trading services. The study employed descriptive and inferential research design. It surveyed 400 respondents to investigate the factors influencing customer satisfaction in the Nepalese capital market. The findings suggest that responsiveness (β = 0.250; p < 0.05), assurance (β = 0.374; p < 0.05), reliability (β = 0.205; p < 0.05), and empathy (β = 0.270; p < 0.05) play pivotal roles among the factors affecting customer satisfaction. Online trading services in Nepal should prioritize enhancing responsiveness, assurance, reliability, and empathy to increase overall customer satisfaction. The study emphasizes the necessity of understanding customer behavior, which is affected by age, gender, income, and other factors. It stresses the need for online trading service providers to accommodate their diversified customer base, especially younger generations. Furthermore, it shows that consumer happiness can significantly improve online trading services. Service providers should teach staff customer service, communication, and behavior. Marketers should consider customer groups' emotional intelligence when creating promotions. Future research should expand the study's geographic coverage outside Kathmandu Valley, increase the sample size for a more thorough analysis, and investigate with more variables.