Analyzing Service Quality of Brokers in Stock Exchanges with the Use of Servqual Model (Case Study: Brokers in Yazd Stock Exchange)

Many organizations, especially in service industry, according to their goals and mission make a special contribution to quality phenomena and improvement management. This paper is an attempt to analyzes Service Quality for brokers of Stock Exchanges which is Based on gap analyzes model and SERVQUAL technique. In this regard, we have designed questionnaire and applied them to measure expectations and perceptions of investors as well as brokers in the Stock Exchange. This process was based on five service quality gaps. The application of Non-parametric statistical tests results in presentation of some recommendation. These tests are based on five conceptual dimensions of service quality which include intangibility, responsiveness, reliability, assurance and empathy. The results show that between expectations and perceptions of investors for the quality of service from brokers’ offices there is a meaningful statistical significanance. Managers of these brokers’ offices may use these analytical models, so that they would able to find out the gap for services rendered by them from point of view of investors and themselves. This process can help these brokers to plan and review the short coming.