2. What does the Investor Satisfaction survey measure?
The investor satisfaction surveys measures the degree to which self-directed investors find their experiences with a discount brokerage to be satisfying. More specifically, “satisfaction” is measured along the following 6 factors (in descending order of importance):
- Interaction
- Trading Charges and Fees
- Account Information
- Account Offerings
- Information Resources
- Problem Resolution
While most of the components are fairly self-explanatory, the first category “interaction” refers to how the discount broker interacts with the client. For example, some discount brokers have branches whereas others are strictly online with a call centre. The ‘channels’ for interaction are in person, online and on the phone.