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http://dx.doi.org/10.5762/KAIS.2012.13.7.3000

The Relationship Between Belief In Luck of Stock Traders and Satisfaction and Loyalty of Stock Trading Services  

Joo, Jae-Woo (College of Business Administration, Kookmin University)
Kim, Bo-Young (College of Business Administration, Kookmin University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.13, no.7, 2012 , pp. 3000-3006 More about this Journal
Abstract
We investigate whether the belief in good luck of stock traders influences their satisfaction with and their loyalty to a stock trading service. In particular, we tested whether the online stock traders who have irrational beliefs in good luck (e.g., I am a lucky person) (1) are satisfied with their online stock trading service more strongly and (2) stay with it longer than the online stock traders who have rational beliefs in good luck (e.g., luck does not exist). We have tested satisfaction, loyalty, and belief in good luck among 412 online stock traders and tested our two hypotheses. Our findings contribute to the academic research on service satisfaction and loyalty as well as provide implications to online stock trading service providers.
Keywords
Rationality; Belief in Good Luck; Satisfaction; Loyalty;
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