Governance of web 2.0 platforms in the stock exchanges industry

Stieglitz S, Lattemann C

Abstract
Existing structures on financial stock markets circumvent a direct Customer Relationship Management (CRM), particularly the communication between exchange operators and retail investors, as banks are the legally enthroned intermediary. As a result, exchange operators have only limited information about preferences of retail investors. Web 2.0 applications offer opportunities to bridge this lack. To motivate retail investors to use the implemented web 2.0 applications governance mechanisms must be in place. This contribution describes such a web 2.0 concept and their realisation in practice. First insights about customer acceptance and adoption of such a concept are empirically analysed.

Keywords
social software; CRM; stock exchange; motivation; governance; web 20 platforms; financial stock markets; customer relationship management; retail investors; e-banking; electronic banking; customer acceptance; customer adoption