The Effect of Electronic Service Quality in Building Online Customer's Trust and Satisfaction in Financial Services Industry: The Case of Active Brokerage Firms in Tehran Stock Exchange

Survival in today''s organizations depends greatly on special value that they create for their customers. Therefore، in these organizations special attention is paid to the issues of service quality and evaluation of customers’ perception of these services. Taking account to the importance of quality service in the brokerage firms، this article intends to analyze the influence of perceived electronic service quality in building customers’ trust and satisfaction. For this purpose، a questionnaire is designed and surveyed based on electronic services quality dimensions presented in the conceptual model. They include efficiency، system access/availability، reliability، privacy and information quality/content in order to evaluate the level of trust and satisfaction from brokerage firms’ electronic service. The statistical population of the research includes all citizens who used at least once the electronic service of Tehran''s brokerage firms. Collecting data from a sample of 373 online customers and carrying out the correlation test and estimating structural equation modeling، the results show that، in brokerage firms، perceived electronic services quality has a positive and statistically significant effect on customers’ trust and satisfaction.