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This exploratory research intends to extend our understanding of service quality and customer satisfaction within the setting of online securities brokerage services. Based upon conceptual frameworks from the areas of services marketing and information systems management, the authors uncovered 52 items across 16 major service quality dimensions by content analysis of 740 customer reviews. The results indicate that primary service quality dimensions leading to online customer satisfaction, with the exception of ease of use, are closely related to traditional services while key factors leading to dissatisfaction are tied to information systems quality. In addition, major drivers of satisfaction and dissatisfaction are identified at the sub‐dimensional level. Theoretical contribution and managerial implications of the findings are further discussed.
Yang et al. (Sat,) studied this question.