Satisfaction drivers for Internet service technology among stock brokerage customers in Thailand
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Rapeeporn Srijumpa is a lecturer in Marketing in the Department of International Business at Sripatum University, Bangkok, Thailand. Before entering academia, she worked as a sales manager in the hotel industry for five years. She is currently on leave to complete her PhD dissertation in marketing at the School of Management, Asian Institute of Technology, Thailand. Her dissertation research is about technology-based services and their impact on satisfaction and customer loyalty. She received her MBA from Cleveland State University, USA.
Mark Speece is an associate professor in the School of Management, Asian Institute of Technology. He has been there for over seven years, although he recently visited Nanyang Technological University, Singapore for two years. Earlier he spent five years in Hong Kong, partly at the Chinese University of Hong Kong, and for several years as a full-time, freelance consultant. His research and consultancy for nearly 15 years has focused on marketing issues in Southeast Asia and greater China. Dr Speece holds a PhD in marketing from the University of Washington, Seattle, USA, and a PhD in Middle East economic geography from the University of Arizona.
Himangshu Paul is a professor in the School of Management, Asian Institute of Technology in Thailand where he is Dean. Professor Paul previously taught at the National University of Singapore, North Carolina State University and the University of Canterbury in New Zealand. His research interests are in the areas of competitive manufacturing, supply chain management, quality management systems and international technology transfer. He holds a doctorate in Systems Engineering and Management from the Asian Institute of Technology.
Abstract Many financial services firms are offering the Internet as a self-service technology (SST), for online stock trading, in an effort to increase efficiency and give customers greater access. It is important to understand how this technology will influence customer satisfaction. This paper reports results of exploratory research to identify sources of customer satisfaction and dissatisfaction with the service encounter in Thai stockbrokerage firms. Results show that customers and service providers determine sources of customer dis/satisfaction differently, depending on whether the service encounter is technology-based or interpersonal. Different customer profiles give rise to segmentation in response to the use of Internet technology in this industry. Keywords Satisfaction, consumer behaviour, service encounter, technology, online trading, Thailand
Rapeeporn Srijumpa (Bangkok Campus), Sripatum University, 61 Phaholyithin Road, Jatujak, Bangkok 10900, Thailand Tel: +662 (0)1 847 7456 Fax: +662 (0)2 561 1721 e-mail: [email protected]
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INTRODUCTION Customer satisfaction with services depends strongly on the service encounter. Most research focuses on attributes of interpersonal service encounters (eg face-
Journal of Financial Services Marketing
Vol. 6, 3, 240–253
to-face and voice-to-voice service encounters),1 bu
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