• KRA BALAJI
• Dr. A. SATYANANDINI

The purpose of this paper is to adopt the SERVQUAL instrument and Importance-Performance Analysis (IPA) to measure the Satisfaction level of online retail traders with e-brokerage firms. A survey was conducted among 290 respondents of online retail traders with a self-administered questionnaire using SERVQUAL instrument and IPA. Finally, 278 usable returns were analysed. Using Importance-Performance Analysis (IPA), the variables of different factors were plotted after mapping against each Quadrant. It was found that Empathy had the highest rating in terms of satisfaction and hence the e-brokerage firms need to focus on other dimensions namely Tangibility, Reliability, Responsiveness, and Assurance. A comparison between the Importance and Satisfaction of the elements as assessed by the online retail traders found that Empathy was the most important dimension. Online retail traders’ level of expertise is important and hence e-broking firms need to make more efforts to educate their online retail traders and proactively advise them. Satisfaction of online retail traders with e-broking firms’ Service Quality has been an important research area in marketing literature. This study sheds light on these two factors using IPA and provides practical advice for e-broking firms, particularly in the light of emerging credence service qualities in the financial services sector.

Importance-Performance Analysis (IPA), Satisfaction level, online retail traders, e-brokerage firms, emerging credence qualities.

"Satisfaction of online retail traders with e-brokerage firms service quality: Application of Importance-Performance Analysis (IPA)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 2, page no.e130-e139, February-2022, Available :http://www.jetir.org/papers/JETIR2202418.pdf

"Satisfaction of online retail traders with e-brokerage firms service quality: Application of Importance-Performance Analysis (IPA)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 2, page no. ppe130-e139, February-2022, Available at : http://www.jetir.org/papers/JETIR2202418.pdf