租屋品質對房客知覺價值、滿意度與忠誠度之實證研究──以台中市套房為例

An Study of the Effect of Rental Quality on Tenants' Perceived Value, Satisfaction and Loyalty-A Case Study of Rental Properties in Taichung

王寶玉(Bao-Yu Wang)

指導教授 ： 李國瑋

共同指導教授 ： 謝俊宏(Chun-Hung Hsieh)

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2016年)

摘要

過去國內有關住宅租賃市場的研究，多著眼於家戶租買行為之面向，包括所得彈性與需求考量之研究，或租金水準相對於租買之頻率的影響。鮮少對於住宅之租屋品質、知覺價值、滿意度及忠誠度進行研究分析及探討，尤其是對住宅中之套房的討論更是付之闕如。而最主要之租屋族群包括上班族及學生等，其居住型態又以套房為其主要選擇，套房之使用空間雖有限，但居住者的各項需求是租賃業者需仔細研究及適時調整的，亦即業者必須兼顧住戶的租金負擔能力，同時又提供優質又安全的租屋品質。
　　進行本研究之目地在探究租賃業者所提供套房之租屋品質對於房客知覺價值、滿意度與忠誠度之影響。透過文獻之回顧，了解居住品質及服務品質之概念後，從而界定『租屋品質』之範疇，其內容包括各項硬體設施，軟體設施及服務人員之管理。參佐多項研究及專家建議設計問卷並進行前測後修正為正式問卷，以台中市之套房住戶為研究對象。並透過SPSS、AMOS結構方程模式，進行實證分析，研究結果顯示：（1）套房之租屋品質對知覺價值有正向顯著影響。（2）租屋品質對滿意度有正向顯著影響。（3）知覺價值對滿意度有正向顯著影響。（4）知覺價值對忠誠度有正向顯著影響。（5）滿意度對忠誠度有顯著正向影響。（6）租屋品質對忠誠度有正向顯著影響。（7）套房住戶之人口背景特性對於租屋品質、知覺價值、滿意度及忠誠度有顯著之認知差異。
　　消費者對於租賃住宅意識的抬頭，使租賃業者所提供之租屋品質如何切中住戶需求，成為業者創造利潤及永續經營的成功關鍵之一。而居住的品質有賴居住環境的各項軟、硬體及完善的管理才能達到住戶的滿意度進而影響續租及推薦意願。所以期許本研究結果可作為相關租賃業者後續之規畫設計或管理時的參考資料。

關鍵字

租屋品質 ； 知覺價值 ； 滿意度 ； 忠誠度 ； 套房

並列摘要

Previously, researching the rental market in Taiwan has mostly focused on the consumer behavior of households, such as the income elasticity of demand or the effect of rental prices on the rental frequency. Research has seldom analyzed and examined rental quality and customer perceived value, satisfaction, and loyalty. In particular, there has been little research on rental properies. The majority of tenants are office workers or students for whom rental properties are the top choice. Even though rental suites offer limited space, rental companies should still strive to understand tenants’ various needs and make timely adjustments, if needed. In other words, rental companies should not only keep affordabiliity in mind but also safety and quality.
　　The goal of this study is to examine the effect of the quality of rental suites provided by rental companies on the perceived value, satisfaction, and loyalty of tenants. Based on a literary review of the concepts of residential and service quality, the scope of, “rental quality”was determined. It includes facilities, amenities, and management of service personnel. Drawn from many studies and expert recommendations, a questionnaire was designed and pretested. Adjustments were then made before the questionnaire was finalized. The study subjects were the tenants in Taichong rental suites. Empirical analyses were conducted using SPSS Amos for structural equation modeling. The results are as follows:（1）There was a significant difference in perceptions of rental quality, perceived value, satisfaction, and loyalty among tenants with different backgrounds.（2）Rental quality correlated significantly and positively with perceived quality.（3）Perceived value correlated significantly and positively with satisfaction.（4）Rental quality correlated significantly and positively with satisfaction. （5）Perceived value correlated significantly and positively with loyalty.（6）Satisfaction correlated significantly and positively with loyalty.（7）Rental quality correlated significantly and positively with loyalty.
　　As consumers become more aware of their rights and needs when renting, how rental companies gear the quality of their rentals to meet demand has become one of the critical success factors in the creation of profits and sustainability for the business. Rental quality is in turn based on various facilities and amenities provided by the rental companies and a sound management of the residential complex, so that tenants are satisfied enough to renew their contracts and to recommend the rentals to others. Therefore, it is the hope of this study to provide the research findings as a reference to rental companies as they plan, design, and manage their rentals in the future.

並列關鍵字

rental quality ； perceived value ； satisfaction ； loyalty ； rental suites

參考文獻

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