With the development of Vietnam Stock Market, the number of securities firms who join in stock market has increased rapidly. However, in the current competitive environment, customers are crucial for the survival of securities firms. How to give customers the best satisfaction is always the question that the securities firms attempt to ascertain the answer to with all their capabilities.
The purpose of this study is to find out which determinants have most impact on customers’ satisfaction to securities brokerage service of securities firm and evaluate the level of customers’ expectation and perception in term of such determinants. Specifically, I expect securities firm know how to improve their securities brokerage service to meet customers’ satisfaction. The determinants that affect on customers’ satisfaction are tangibles, reliability, responsiveness, assurance, empathy. We use
convenience sampling questionnaire to execute the samples and Regression Analysis apply to confirm the relationships of hypothesis. This study randomly surveyed 300 Vietnamese individual customers who have joint in Vietnam stock market and received a total of 225 valid questionnaires.
The research indicated the components (tangibles, reliability, responsiveness, assurance, empathy) may lead to acceptable ability of securities brokerage service of Vietnamese customers. In details, the strongest influence on customers’ satisfaction is Reliability. The results of this study are hoped to be the efficient constructive sources for the all Vietnamese securities firms to understand the factors that influence Vietnamese customers’ satisfaction, know how to improve securities brokerage service to meet customers’ satisfaction and become the best firm in brokerage service.

Table of Contents
ABSTRACT i
ACKNOWLEDGMENTS iii
Table of Contents iv
List of Tables vii
List of Figures ix
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motives 4
1.3 Research Purpose 4
1.4 Research Questions 4
1.5 Significance of the Study 4
1.6 Research Procedure 5
Chapter 2 Literature Review 7
2.1 Vietnam Stock Market 7
2.2 Securities Brokerage Service 9
2.3 Services 9
2.3.1 The definition of services 9
2.3.2 Services’ characteristic 10
2.4 Service Quality 11
2.5 The Factors Measuring Service Quality 14
2.6 Customer Satisfaction 16
2.7 The Relationship between Service Quality and Customer Satisfaction 17
Chapter 3 Methodology 18
3.1 Research Design 18
3.2 Research Framework 18
3.3 Hypotheses Development 19
3.4 Research Sample 22
3.5 Data Analysis 23
3.5.1 One way Anova: 23
3.5.2 Paired Samples T-Test 23
3.5.3 Regression Analysis 24
Chapter 4 Data analysis and Results 24
4.1 Pilot test 25
4.2 Factor Analysis 25
4.2.1 Exploratory Factor Analysis (EFA) 25
4.2.2 Pair-Samples T-test: 32
4.2.3 One way Anova: 37
4.2.4 Regression Analysis 52
4.3 Testing hypothesis ………………………………………………………………56
Chapter 5 Conclusion and Suggestions 64
5.1Finding and Contribution 63
5.2 Managerial implication 65
5.3 Limitation and Future Research 66
References 69
APPENDIX: QUESTIONAIRE IN ENGLISH 73


List of Tables
Table 1. Market share of top 10 securities firms in 2011 3
Table 2. Questionnaire Design 21
Table 3. Measurement level of satisfaction 22
Table 4. KMO and Bartlett''s Test 26
Table 5. Total Variance Explained 27
Table 6 . Rotated Component Matrix(a) 27
Table 7. KMO and Bartlett''s Test 29
Table 8. Total Variance Explained 30
Table 9. Rotated Component Matrix(a) 31
Table 10. Paired Samples Statictics 32
Table 11. Paired Samples T-test 35
Table 12. Gender (before using service) 37
Table 13. Age (before using service) 39
Table 14. Education (before using service) 40
Table 15. Marriage status (before using service) 41
Table 16. Income (before using service) 42
Table 17. Occupation (before using service) 44
Table 18. Gender (after using service) 46
Table 19. Age (after using service) 47
Table 20. Education (after using service) 48
Table 21. Marriage status (after using service) 49
Table 22. Income (after using service) 50
Table 23. Occupation (after using service) 51
Table 24. Model Summary 53
Table 25. Anova 53
Table 26. Coefficients 54
Table 27. Model Summary 56
Table 28. Coefficients 57
Table 29. Hypothesis H1 results (before using service)………………………………..56
Table 30. Hypothesis H1 results (after using service)………………………………….59

List of Figures
Figure 1 Research Structure 7
Figure 2. Model of service quality 12
Figure 3. Research Framework 19

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