The Impact of Online Trading on Customer Satisfaction in Tehran Stock Exchange with SERVQUAL Model

Internet based services (online) offer customers splendid benefits such as enhanced control, ease of use and reduced transaction charges. Consequently, online services have grown rapidly and emerged as a leading edge of service industry. Online trading is defined as process of trading financial products especially stocks over the Internet, or the service which offered on the Internet for purchase and sale of shares. Studies show that online trading has significant effects on the level of traders’ satisfaction comparing with conventional trading systems. Therefore, authorities decided to evaluate, if online trading has the sam e positive impact on satisfaction in Iran Stock Exchange or not? Regarding to current problems in trading processes in Tehran Stock Exchange, researchers decided to focus their studies on this national major trading issue and evaluate the impact of online trading system on Iranian traders satisfaction level. In this due, this paper covers a brief literature regarding mentioned subjects in first step and then describes research area and gives details of applied methodology. In next step, analyzing and findings of the research based on SERVQUAL model will be explained.