THE PERSPI CACITY OF INVESTORS TOWARDS THE COMMITMENT OF STOCK MARKET BROKERAGE FIRMS

Abstract

To flourish in the contemporary business world market, every organization must put the customer first. In a ruthless business environment, a service organization's desire to provide superior customer service is essential. As previously stated, the survival and profitability of such service organizations depend on the quality of their services; therefore, this can be considered one of the organization's profitable strategies. Service organizations should aim to provide empathic service to deliver quality service. Even though the service provider offers a high-quality service, not all its customers may be satisfied. Due to this, the service organization should commit to continuously endeavor to comprehend its clients' needs and preferences to the greatest extent possible and to work to meet them. The organization can use customer discernment to identify the areas they must develop to provide higher-quality services. Therefore, this study aims to determine the extent to which Coimbatore-based stock market investors perceive brokerage firms' commitment to delivering high-quality service. The researcher employs a Structured Questionnaire to select respondents using a Stratified Random Sampling technique (the subsamples have been determined using a proportional selection method). Consequently, the sample size is limited to 320. The study's findings may assist brokerage firms in identifying the areas in which they need to concentrate their efforts to provide quality service.