Internet and e-commerce are more and more popular in Vietnam financial services. Although online stock trading services has been developed for about 5 years but it has widely effect to development of Vietnam stock market. In many securities companies, number of customers using online stock trading is even 70% - 80% of daily trading transactions. E-brokerage intend to become a new model to develop of most of Vietnam brokerage. There are many studies of customer satisfaction and online stock trading service in the world for decades ago. However, there are not many research like that in Vietnam. Therefore, the purpose of this study is to analyze factors that influence customer satisfaction with online stock trading services of a Vietnam securities company.
For this study, 208 respondents reported behaviors, opinions, beliefs, attitudes and situations that expressed their satisfaction with electronic stock trading services in Vietnam. After analysis, the results suggested that two major factors are robust in the given context: Supporting Service and Trust. In there, Trust is the most important factor that influences customer satisfaction when customers feel safe and integrity with e-stock trading service. Supporting service includes perceived price, perceived information quality and problem support also is significant effect to investors’ satisfaction with online stock trading.

ABSTRACT i
Acknowledgments iii
Table of Contents iv
List of Tables vi
List of Figures vii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motive 2
1.3 Research Purpose 3
1.4 Research Procedure 4
Chapter 2 Literature Review 7
2.1 Online Stock Trading overview 7
2.1.1 E-commerce concept 7
2.1.2 E-commerce in financial services 8
2.1.3 Online Stock Trading concept and history 10
2.1.4 Advantage and Disadvantage of OST 12
2.2 Customer Satisfaction overview 15
2.2.1 Customer Satisfaction in Brick-and-mortar context 15
2.2.2 Customer Satisfaction in E-Service context 16
Chapter 3 Research Method 21
3.1 Research Model 21
3.2 Research Hypotheses 22
3.3 Measurement of Variables 23
3.4 Data Collection 27
Chapter 4 Research Results 29
4.1 Descriptive Statistics of Variables 29
4.2 Reliability and Validity of Variables 30
4.2.1 Reliability Analysis 30
4.2.2 Factor Analysis 31
4.3 Use T-test to test factors of research model 33
4.4 Regression analysis 34
4.4.1. Linear Regression Analysis for testing hypotheses H1 34
4.4.2. Linear Regression Analysis for testing hypotheses H2 34
4.4.3. Linear Regression Analysis for testing hypotheses H3 35
4.4.3. Linear Regression Analysis for testing hypotheses H4 36
4.5 Findings 37
Chapter 5 Conclusion and Suggestion 39
5.1 Conclusions and Contribution 39
5.2 Implication 41
5.3 Limitation 47
Appendix 1: Group Discussion 52
Appendix 2: Research Questionnaire 56
Part 1 - Demographic 56
Part 2 – Primary Questions 57

1.Bitner, M., Booms, B., &; and Mohr, L. (1994). Critical service encounters:The employee’s viewpoint. Journal of Marketing, 95–106.
2.Bitner, M.J.; Booms, B.H.; and Tetreault, M.S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 71–84.
3.Broker, C. (n.d.). Advantages of Online Stock Trading. Retrieved from http://www.prlog.org: http://www.prlog.org/10297418-advantages-of-online-stock-trading.html
4.Buys, M. a. (2004). Customer satisfaction with Internet banking Web sites: An empirical test and validation of a measuring instrument. Proceedings of the 2004 Annual Research Conference of the South African Institute of Computer Scientists and Information Technologists on IT Research in Developing Countries., 44–52.
5.Buys, M., and Brown, I. (2004). Customer satisfaction with Internet banking Web sites: An empirical test and validation of a measuring instrument. Proceedings of the 2004 Annual Research Conference of the South African Institute of Computer Scientists and Information Technologists on IT Research in Developing Countries., 44–52.
6.Byrne, M. (n.d.). The Advantages of Online Stock Trading. Retrieved from toptenreviews.com: http://online-stock-trading-review.toptenreviews.com/the-advantages-of-online-stock-trading.html
7.Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 725–737.
8.Gefen, D. (2002). Customer loyalty in e-commerce. Journal of the Association for Information Systems, 27–51.
9.Gefen, D. (2002). Customer loyalty in e-commerce. . Journal of the Association for Information Systems, 27–51.
10.Gefen, D. K., &; and Straub, D. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 51–90.
11.Gefen, D. (Omega). E-commerce: The role of familiarity and trust. Omega, 725–737.
12.Gefen, D.; Karahanna, E.; and Straub, D. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 51–90.
13.Heckman, R. a. (1998). A. Sources of customer satisfaction and dissatisfaction with information technology help desks. Journal of Market Focused Management, 59–91.
14.Heckman, R., and Guskey, A. (1998). Sources of customer satisfaction and dissatisfaction with information technology help desks. Journal of Market Focused Management, 59–91.
15.Hsu, M., Chiu, C., &; and Ju, T. (2004). Determinants of continued use of the WWW: An integration of two theoretical models. Industrial Management and Data Systems, 766–775.
16.Hsu, M.; Chiu, C.; and Ju, T. (2004). Determinants of continued use of the WWW: An integration of two theoretical models. Industrial Management and Data Systems, 766–775.
17.Jarvenpaa, S. a. (1999). Consumer trust in an Internet store: A cross-cultural validation. Journal of Computer-Mediated Communication.
18.Jarvenpaa, S., and Tractinsky, N. (1999). Consumer trust in an Internet store: A cross-cultural validation. Journal of Computer-Mediated Communication.
19.Joseph, M., McClure, C., &; and Joseph, B. (1999). Service quality in the banking sector: The impact of technology on service delivery. International Journal of Banking Marketing, 182–193.
20.Joseph, M.; McClure, C.; and Joseph, B. (1999). Service quality in the banking sector: The impact of technology on service delivery. International Journal of Banking Marketing, 182–193.
21.Lee, E. a. (2004). Creating value for online shoppers: Implications for satisfaction and loyalty. Journal of Satisfaction, Dissatisfaction, and Com-plaining Behaviors, 54–67.
22.Lee, E., and Overby, J. (2004). Creating value for online shoppers: Implications for satisfaction and loyalty. Journal of Satisfaction, Dissatisfaction, and Com-plaining Behaviors, 54–67.
23.McKnight and Chervany. (Winter 2001-2). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. International Journal of Electronic Commerce, 35–59.
24.McKnight, D. a. (2002). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. Interna-tional Journal of Electronic Commerce, 35–59.
25.Meuter, M., Ostrom, A., Roundtree, R., &; and Bitner, M. (2000). Self-service technologies: Understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 50–64.
26.Meuter, M.L.; Ostrom, A.L.; Roundtree, R.I.; and Bitner, M.J. (2000). Self-service technologies: Understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 50–64.
27.Mohr, L. a. (1995). The role of employee effort in satisfaction with service transactions. Journal of Business Research, 239–252.
28.Natalie. (2011). The Meteoric History of Online Stock Trading. Retrieved from http://www.stock-trading-warrior.com: http://www.stock-trading-warrior.com/History-of-Online-Stock-Trading.html
29.Patricio, L., Fisk, R., &; and Cunha, J. (2003). Improving satisfaction with bank service offerings: Measuring the contribution of each delivery channel. Managing Service Quality, 471–482.
30.Patricio, L.; Fisk, R.; and Cunha, J. (2003). Improving satisfaction with bank service offerings: Measuring the contribution of each delivery channel. Managing Service Quality, 471–482.
31.Reichheld, F. a. (2000). E-Loyalty: Your secret weapon on the Web. Harvard Business Review, 105–113.
32.Reichheld, F., and Schefter, P. (2000). E-Loyalty: Your secret weapon on the Web. Harvard Business Review, 105–113.
33.Ribbink, D., van Riel, A., Liljander, V., &; and Streukens, S. (2004). Comfort your online customer: Quality, trust, and loyalty on the Internet. Managing Service Quality, 446–456.
34.Ribbink, D.; van Riel, A.; Liljander, V.; and Streukens, S. (2004). Comfort your online customer: Quality, trust, and loyalty on the Internet. . Managing Service Quality, 446–456.
35.Van Dolen, W. a. (2002). Moderated group chat: An empirical assessment of a new e-service encounter. International Journal of Service Industry Management, 496–511.
36.Van Dolen, W., and de Ruyter, K. (2002). Moderated group chat: An empirical assessment of a new e-service encounter. International Journal of Service Industry Management, 496–511.