PurposeDespite a significant rise in the adoption of online stock trading applications, the research on measuring and enhancing the service experience of customers is scarce. This paper aims to put forth a credible service performance measurement tool, APPQUAL, customized for stock trading applications.Design/methodology/approachThe paper is based on a multi-method research using qualitative and quantitative research. Further, structural equation modeling is used to establish constructs for measuring service performance.FindingsAPPQUAL is conceived and built to measure the service performance of stock trading applications. The APPQUAL measures service performance based on five unique dimensions – Safety Accuracy, Performance, Support and Usability associated with the perceived e-service quality of stock trading applications.Research limitations/implicationsThis study extends measurement scales for service quality measurement for a relatively new service of online stock trading applications. The scales are adapted as well as built with the help of an iterative process. The methodology is in line with the previous academic research, and the new scales developed can lead to further extensions to scale for different services.Practical implicationsThe APPQUAL tool developed as part of this study can be applied to assess service performance and perceived service quality of stock trading applications, which have leap frogged in terms of adoption but have also been met with criticism on poor customer experience. This study shall add to the body of knowledge of stock trading platforms to enhance service experience by targeting the right factors and underlying items. The efficacy and application of the tool have been demonstrated in this paper by applying it to Zerodha and Upstox, the two of the biggest online stock trading applications in India.Originality/valueThere is no research or tool available currently which focuses on the service quality of the new-age platform application of stock trading apps. This is especially glaring due to the large-scale adoption of these applications by Indian customers.
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