Measurement of service quality and the effect of perceived service quality on investor satisfaction and loyalty: Empirical study on an investment company providing derivative products

The ultimate objective of this study is to identify the customers' service quality perceptions towards the financial institutions which operate in the derivative market specifically and to determine any relationship exists between this perception and satisfaction and commitment towards those firms. Survey method was used in this study. The universe of research consist of investors who have been serving by organization, which serving customers in Turkey. The sample will be composed of the investors affiliated to the İstanbul head quarter of this organization. The customer portfolio, which is included in the research sample of the organization, is 2900 investors in Istanbul. 340 people were chosen from the company portfolio and questionnaries were distributed. The results of the analyses showed that "trustworthiness" is the major determinant of customers' service quality perception. In this context, "assurance" aspect of the service quality was found as secondly important determinant when considering service quality and "responsiveness", "empathy" and "physical appearance" were found as third, fourth and fifth important service aspects respectively. When the results are examined, the correlation coefficients of the sub-dimension values discussed in the Nordic approach were higher than the American approach.