A Study on the Impact of Service Quality towards Customer Satisfaction of the Stock Brokers in Coimbatore District, Tamilnadu

The study was done with a purpose to find out the investors perception on service quality of stock brokers in Coimbatore. In particular, the major objectives of the study were to measure service quality for stock brokers in Coimbatore and to identify service gap. This study was also to help to ascertain the factors influencing investor's satisfaction towards service quality. 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 3 to 5 years in experience in share market. From the study it is found that there is a relationship between these service quality factors and level of satisfaction. Stock Brokers want to improve their research reports accuracy because investors are investing huge money based on the research call.