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@article{191379,
        author = {Kajal Pandya and Dr. Gaurang Prajapati},
        title = {Factors Influencing Willingness to Switch Investment Platform: A Study on Service Quality, Transaction Costs, Perceived Security},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {12},
        number = {no},
        pages = {1326-1331},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191379},
        abstract = {The rapid growth of digital investment platforms has intensified competition within the financial services sector, making investor retention a critical challenge. This study examines the factors influencing retail investors’ willingness to switch from one online investment platform to another. Drawing on established theories of service and consumer behavior, the research focuses on three key determinants: perceived service quality, transaction costs, and perceived security. A quantitative research design was adopted, using survey data collected from active retail investors. The data were analyzed using descriptive statistics, correlation analysis, and multiple regression techniques to evaluate the influence of the selected variables on switching intention. Service quality was assessed through platform reliability, ease of use, and customer support; transaction costs included commissions and fee transparency; while perceived security reflected concerns related to data protection and system safety. The findings indicate that investors show a moderate tendency to switch platforms, with perceived service quality emerging as the most influential factor among the variables studied. Although transaction costs and perceived security also affect switching intention, their impact is comparatively weaker. The study offers practical insights for investment platform providers by emphasizing the importance of improving service performance, maintaining transparent pricing, and ensuring strong security measures to reduce investor switching behavior.},
        keywords = {Switching Intention, Investor Loyalty, Platform Migration, Investor Retention, Service Quality, Transaction Costs, Perceived Security, Switching Barriers, Customer Satisfaction, Price Sensitivity, Perceived Value.},
        month = {},
        }