EXPLORING INVESTOR SATISFACTION AND EXPERIENCES WITH PROMINENT ONLINE TRADING APPS

This research paper focuses on the digital transformation in the finance sector which has revolutionized the working of the equity stock market. Online trading apps have made trading in equity stocks convenient and easily accessible. Investors have a plethora of choice to select among the competitive online trading apps who are continuously striving to provide most user friendly and efficient platform to the investors. In this study, the aim is to understand the investors satisfaction with regards to factors such as user interface, speed of transactions, security measures and customer support provided by various online trading apps. The study aimed to identify the challenges faced by the investors while using online trading app and also to find the factors which discourage investors to stay away from using online trading app and continue with the traditional broker-led trading. The study is conducted using primary data collected from 112 investors through questionnaire using convenient sampling method. Descriptive statistical techniques, chi-square tests and ANOVA are used for the purpose of analysis. The study indicated that young and educated professionals preferred to adopt online trading platforms and resolving technical and service challenges will further lead to increase in the satisfaction level and higher adoption rates among the broader population.