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

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, Long Pham
Copyright: © 2022 |Volume: 14 |Issue: 1 |Pages: 24
ISSN: 1941-627X|EISSN: 1941-6288|EISBN13: 9781683180777|DOI: 10.4018/IJESMA.295962
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MLA

Vy, Phan Dien, et al. "Customers' Perceived Value, Satisfaction, and Loyalty in Online Securities Trading: Do Moderating Effects of Technology Readiness Matter?." IJESMA vol.14, no.1 2022: pp.1-24. http://doi.org/10.4018/IJESMA.295962

APA

Vy, P. D., Dinh, T., Vu, L. T., & Pham, L. (2022). Customers' Perceived Value, Satisfaction, and Loyalty in Online Securities Trading: Do Moderating Effects of Technology Readiness Matter?. International Journal of E-Services and Mobile Applications (IJESMA), 14(1), 1-24. http://doi.org/10.4018/IJESMA.295962

Chicago

Vy, Phan Dien, et al. "Customers' Perceived Value, Satisfaction, and Loyalty in Online Securities Trading: Do Moderating Effects of Technology Readiness Matter?," International Journal of E-Services and Mobile Applications (IJESMA) 14, no.1: 1-24. http://doi.org/10.4018/IJESMA.295962

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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.