Interaction quality effects on customer satisfaction from the perspective of customers´ perception — The empirical test from online stock trading

Online trading is fast-growing in recent years. But interaction between service employee and customer is still the key element of customer perceptions and evaluating services. This paper constructs a structural equation model which consist of interaction quality as antecedent, perceived risk as mediating variable, and the customers´ perceived value and satisfaction as consequences, to study the effect between the interaction quality and customer perceptions. Using survey data from 305 online stock investors, the empirical results show that service attitude and behavior can significantly reduce the perceived risk and improve customer perceived value and satisfaction, but expertise will increase customer perceived risk.