Satisfaction Drivers of Brokerage Services in Thailand

Abstract

Stock brokerage service firms in Thailand have been extensively offering interpersonal services in efforts to increase efficiencies of customized services. It is important to understand how these human services have influenced customer satisfaction. This article reports results of exploratory research to identify sources of customer satisfaction and dissatisfaction with interpersonal service encounter in Thai stockbrokerage firms. The in-depth interview findings support the literature that customers and service providers determine sources of customer dis/satisfaction somewhat differently. The drivers of customer satisfaction with interpersonal service encounters include (1) response to customer needs and requests, (2) response to service delivery failures, and (3) employees spontaneously delight customers. The results also confirmed the previous results that the drivers of customer dissatisfaction with interpersonal service encounters are largely the opposite side of those about satisfaction.