A STUDY ON THE IMPACT OF SERVICE QUALITY TOWARDS CUSTOMER SATISFACTION OF THE STOCK BROKERS IN COIMBATORE DISTRICT

This study was conducted to investigate on the investors’ insight upon Service quality (SQ) of stock brokers at Coimbatore. Precisely, the major objectives of this study were to gauge the SQ of stock brokers and to ascertain the gap in their service at Coimbatore. This study has also helped to identify the factors inducing investor’s fulfillment or satisfaction towards SQ. The service quality is measured using the following attributes such as Reliability, Tangibles, Assurance, Responsiveness and Empathy. These factors were framed with a structured questionnaire. Descriptive research design is used for the study. The research was conducted in Coimbatore city through convenient sampling method, the study sample size was 100 respondents from Coimbatore. The collected data were analyzed using SPSS software package and the tools applied were like Correlation. The findings revealed that the majority of the investors are new generation investors and they operate both primary and secondary market. Most of the investors have three to five years of experience in share market. From the study, it was identified that there was an interrelationship amongst these factors of Service Quality and satisfaction level. Stock brokers would like to increase the accuracy of their research reports as the investors invested enormous money based on research calls