Discussion on Customer Satisfaction with the Service Quality of Securities Firms

Kotler and Keller (2000) [16] link satisfaction with a feeling of pleasure or displeasure resulting from comparing the perceived performance of a product (or outcome) with expectations. Customer satisfaction is the feeling of happiness or dissatisfaction after comparing the product performance to expectations. If product performance is considered to be below expectations, the customers are unsatisfied; on the contrary, if the performance is considered above expectations, they are satisfied. Securities services are services that securities firms provide to customers to open accounts, perform transactions, provide financial support, etc. For new investors participating in the market, securities services Securities is a tool to help them get acquainted with stocks quickly. With convenient features such as looking up and updating market conditions right on their phone or computer, investors can easily and quickly integrate into this market. For experienced investors who do not have time to monitor the stock market regularly, securities services are an effective solution that saves time and money in finding trading partners. Translate and place buy and sell orders quickly and safely. A discussion on the satisfaction of customers with the service quality of securities firms was conducted based on theoretical background, results of research studies in the world and domestic, and the opinions of the experts. Qualitative methodologies were employed. Based on the findings, some recommendations are given for securities firms to improve customer satisfaction.