Customers' Perceived Value, Satisfaction, and Loyalty in Online Securities Trading: Do Moderating Effects of Technology Readiness Matter?

Phan Dien Vy, Thang Dinh, Lam Trong Vu and Long Pham
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Phan Dien Vy: Banking University at Ho Chi Minh City, Vietnam
Thang Dinh: FPT University, Vietnam
Lam Trong Vu: Communist Review, Vietnam
Long Pham: University of Louisiana at Monroe, USA

International Journal of E-Services and Mobile Applications (IJESMA), 2022, vol. 14, issue 1, 1-24

Abstract: Information and telecommunication technologies, together with the Internet, are completely changing the ways securities brokerages provide their products and services to customers. This study, conducted in a newly emerging country, looks at relationships among three major issues impacting brokerages’ Internet commerce: perceived value, customer satisfaction, and customer loyalty. It also examines whether the strength of these relationships is moderated by factors constituting customers’ technology readiness - optimism, innovativeness, discomfort, and insecurity. Results reaffirm prior research that perceived value is positively related to customer satisfaction and customer loyalty; and customer satisfaction is positively related to customer loyalty. Technology readiness factors were not shown to moderate the strength of the relationships among perceived value, customer satisfaction, and customer loyalty.

Date: 2022
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