Though online securities trading systems provided by most securities firm in Korea have been essential to retain customers, few studies researched what will be effective marketing variables to increase satisfaction for using that system, and how the relationship between satisfaction and some antecedents will be reinforced. This research stems from the result of previous research about online securities trading system which investigated the relationship among online service quality, performance using online, and satisfaction and also found some interesting moderating effect by involvement. The authors researched some moderators which will be useful for both academic and practical perspective. They are perceived ROI, flow, and some demographic factors such as sex and age.
Data is collected from online securities trading system users. Categorical moderators are analyzed without any data processing, and other moderators are divided into two groups by mean. Results showed that all moderators have some effects on the relationship among satisfaction and its antecedents, online service quality and performance using online. Relationship between online service quality and satisfaction is significant in low perceived ROI group and in older users, and performance using online effects on satisfaction only for both high perceived ROI group and younger users. All relationship among satisfaction and the antecedents are significant in low flow group and male.
Results imply that moderators analyzed in this study can be used to reinforce customer satisfaction in securities firms, and be also used for customer relationship management in financial industry.