Thomas Heymsfield

ABSTRACT

The rapid growth of digital financial services has transformed the manner in which retail investors participate in stock markets, particularly through online stock trading platforms (OSTPs). This research examined the satisfaction levels of retail investors using OSTPs for share trading on the Zimbabwe Stock Exchange (ZSE), with emphasis on how customer satisfaction can contribute to platform enhancement and market participation. The investigation was guided by the Kano Model of Customer Satisfaction to identify factors influencing investor experiences and expectations.