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Mutual funds become a popular investing option for investors.In order to attract more investors and to gather large capital,mutual fund companies have to lower their agent costs and to provide high quality of service. The purposes of this study are: to find out investors' perception about the agent costs and service quality received from mutual fund companies; and, to measure relations between mutual fund holders perceive the information and service received and the agent costs paid. The summery of salient findings are following: 1. When investors purchased mutual funds, the agent cost is a significant factor in decision making. 2. Investors expect the "tangibility" and "empathy" dimensions of the service quality when they feel not enough information provided from mutual fund companies. However, when investors perceived the investment decisions are not good and agent costs increased, they expect the "reliability" and "assurance" facets of the services. 3. Investors who do not hold mutual funds perceive bigger gap of service quality than those who own ones. 4. Investors who do not hold mutual funds perceive higher agent costs than those who own ones. 5. Not enough information, higher agent cost and low reliability makes investors not to choose mutual funds. The findings provide useful pictures of investors' behavior. The marketing of mutual funds are discussed.
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