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This book explains the recent scenario of stock broking firms in India.It helps to identify the service quality Gaps in the stock broking firms and to study the reasons for the longevity of consumers associated with the stock broking firms.It will help the stock broking firms to improve the service quality and helps in understanding the customer s expectations regarding the service quality. In this book the Descriptive Research Study has been used. The basic aim is to gain familiarity and to achieve new insights along with describing the existing facts.In the present work, the author have made use of primary data collected through questionnaire and for secondary data, author has also used information available on various web-portals. A lot of statistical tools and techniques are used according to the requirement of the study.