Analyzing Service Quality of brokers in Stock Exchanges with use ofServqual Model ( Case Study: Brokers in Yazd Stock Exchange )

Many organizations, especially in service industry, according to theirgoals and mission make a special contribution to quality phenomena andimprovement management. This paper is an attempt to analyze ServiceQuality for brokers of Stock Exchanges which is based on gap analysismodel and SERVQUAL technique. Therefore, we have designedquestionnaire and applied them to measure expectations and perceptions ofinvestors as well as brokers in the Stock Exchange. This process was basedon five service quality gaps. With application of Non-parametric statisticaltests which results in presentation of some recommendation. These testsdrive of five conceptual dimensions of service quality which includeintangibility, responsiveness, reliability, assurance and empathy. Resultsshow that between expectation and perception of investors for the quality ofservice from broker’s offices there is statistical significant. Managers ofthese broker’s offices could use these analytical models, so that they wouldbe able to find out the gap for services which was rendered by them frompoint of view of investors and themselves. This process can help thesebrokers to plan and review the short coming.