Using in-depth interviews to identify investors' service quality expectations from stockbrokerage firms

Investigating. stockbrokers' service quality is vital for investors, stockbrokerage jinns and the stockbroking industry. The SERVQUAL instrument has been proposed as a broad-based measure of service quality that may be applicable to the stockbroking industry. In-depth interviews were carried out with thirty individual investors on their expectations from their stockbrokers. Results from the study verify SERVQUAL dimensions but demonstrate additional dimensions such as core stockbroking services and professionalism/skill/competence that are specific to stockbroking services.