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App Attributes and Customer Experience in Online Stock Trading: Examining Their Role in Building Brand Loyalty

  • Syed Shaamikh Ahsan* Syed Shaamikh Ahsan Corresponding author Assistant Professor Department of Management Studies, Jamia Millia Islamia, Central University. India ,  
  • Prashant Ranjan Prashant Ranjan Research Scholar Department of Management Studies, Jamia Millia Islamia, Central University. India Prashant Ranjan ORCID Id
Received: April 11, 2025
Accepted: May 05, 2025
Published: June 02, 2025
Volume: 1 (1) | Page: 16-26

Abstract

Purpose: This study examines how key app attributes influence customer experience (CX) and subsequently enhance brand loyalty toward stock broking mobile applications in North India. It investigates the role of financial literacy cues, UI/UX design, transaction ease, and security features in shaping a positive and memorable customer experience.

Design/Methodology/Approach: The study uses Covariance-Based Structural Equation Modeling (CB-SEM), a quantitative research design. A systematic questionnaire was used to gather information from 190 users of mobile stock trading apps in the DelhiNCR area.

Findings: Results reveal that user interface, personal financial assistance features, security, and ease of transactions significantly influence customer experience. Among these, user interface emerged as the strongest predictor. Furthermore, customer experience significantly enhances brand loyalty toward stock trading applications.

Practical Implications: The findings provide strategic insights for fintech app developers, brokerage firms, and policymakers to design secure, intuitive, and educational trading applications that strengthen user trust and long-term loyalty.

Originality/Value: By experimentally combining app qualities, customer experience, and brand loyalty within a structural modeling framework in the context of Indian stock trading applications, this study adds to the body of literature on fintech and consumer experience.

Keywords: customer experience; FinTech; stock trading applications; brand loyalty

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