房仲業顧客經營與服務品質屬性之研究：正規化重要度與容忍區間評價法之應用

近年來房地產交易糾紛頻傳，不同客群的房仲需求也逐漸呈現差異，故瞭解不同群體顧客對於房仲業服務品質看法的差異，藉此找出提高顧客忠誠度的關鍵屬性實有必要。基於此動機，本文採用SERVQUAL量表，以便利抽樣調查高雄市324位曾經與房仲人員接觸過的民眾，應用正規化重要度與容忍區間評價法(NIZSQ)，藉此推算不同群體顧客的服務屬性改善排序。研究結果發現，顧客在年齡、獲取物件資訊方式等方面的差異，會影響顧客對房仲服務品質的感受與要求，使得不同群體顧客的服務屬性改善排序有所不同。其中，30歲以下顧客對於房仲服務在可靠性、保證性與關懷性等三個構面的評價極差；自行搜尋物件的顧客，對於可靠性與保證性兩方面的屬性也不滿意；另一方面，性別所造成的影響則不是非常明顯。此外，整體而言，房仲人員必須要優先改善的是可靠性構面。本文認為，高雄市的房仲服務有必要依據不同群體的顧客，分別提出改善策略，始能有效提高消費者的顧客滿意度與忠誠度。

關鍵字

房仲業服務品質；容忍區間；重要度－績效分析

並列摘要

According to plentiful disputes of housing purchases and diversified demands among customers, the purpose of this study is to examine service quality differentials of real estate agent among customer segments in Kaohsiung city. 324 respondents, who had experienced services of real estate agent, was selected by convenience sampling and interviewed by SERVQUAL questionnaires. This study applied a Normalized Importance-ZSQ Analysis (NIZSQ) to resolve the improvement priorities for service attributes and illustrate the differentials among customer segments. Findings reveal that improvement priorities for service attributes differed according to customers' age and their information-collecting approach: younger customers were most dissatisfied with attributes of responsiveness, assurance and empathy; and information-searching oriented customers were dissatisfied with attributes of responsiveness and assurance as well. On the other hand, gender differences did not exist significantly. Moreover, resources should be relocated to Reliability domain because of all segmented customers' dissatisfaction. This study also suggests real estate agents should relocate the limited resources to specific service attributes to enhance customers' satisfaction and brand loyalty.