應用德爾菲法與層級分析法於台灣房屋仲介業提昇顧客服務策略之研究

A Study of the Strategies for Improving Customer Service in Taiwan’s Real Estate Brokerage Industry by Using the Delphi and AHP Methods

劉開鵬(Kai-Peng Liu)

指導教授 ： 邱垂昱

國立臺北科技大學/管理學院/工業工程與管理系EMBA班/碩士(2009年)

摘要

面對全球景氣衰退的衝擊，各房屋仲介業者戮力於強化企業競爭力提昇顧客服務以符合消費者期待，達到振衰起蔽提高營運績效之目的。
藉由建構房屋仲介業推動提昇顧客服務策略之評估準則及其準則所延伸相關評估指標之研究架構，利用德爾菲法篩檢出其中較為重要指標後經AHP層級分析法作為比較分析各指標權重之量化分析及其代表之管理意涵，據此提出對台灣房屋仲介業提昇顧客服務策略實務上有所助益之研究建議。
經實證分析，本研究綜合發現消費者對房地產買賣之交易安全極為重視，顯示消費者對交易風險之規避性。另房仲人員之誠實特質是易獲取消費者信任之要項，此結果對房仲業在人員選取及訓練上可列為重要指標項目之一。資訊透明度之積極意義即為打破一般民眾對房仲業者與消費者資訊不對等之成見，掌握了相關資訊，消費者相對的就可以站在一個更公平合理的立足點來評估整個交易狀況，在交易糾紛的減少上有正面的意義。房仲業樹立良好及可信賴之企業形象，長期以往形成優質之企業文化，易獲得顧客的信賴與託付。網路及科技的進步加上使用率普及，房仲業惟有持續不斷提供更方便為消費者接受之溝通平台，得以即時服務顧客，強化競爭優勢。

關鍵字

房屋仲介業 ； 顧客服務 ； 德爾菲法 ； 層級分析法 ； 權重

並列摘要

Facing the impact of global recession, real estate brokerages need to devote themselves to enhancing their enterprise’s competency and improving their customer service in order to satisfy the customers’ expectation. By doing this, they can make the achievement of improving their business performance.
By constructing the appraised service criteria and these criteria extended norms of real estate brokerages’ promotion to the issue of “the strategies for improving customer service in Taiwan’s real estate brokerage industry”, the Delphi method was used for this study to pick out more important norms and then, the AHP(Analytic Hierarchy Process) was used as the comparative analysis into quantified weighting value of these norms, therefore, explain these data in the meaning of management, according to the results of this, some useful suggestions for some strategies for improving customer service in Taiwan’s real estate brokerage industry have been proposed.
After the comprehensive real diagnosis, this research has found out that safety is the highest priority for consumers during their real estate transactions, avoiding transaction risk is extremely important for consumers, it is very important to gain the consumers’ trust and this can be done easily if the real estate broker has an honest character, this result will be realized when real estate brokerages hire & train their employees .
The positive value of information transparency means avoiding the situation of information asymmetry between consumers and the real estate brokerages. Grasp the correlation information, consumers will be able to evaluate the entire transaction from a more just and reasonable standpoint. There will be positive feedback in reducing controversy over the transaction. The real estate brokerages will build up a good and reliable reputation, and achieve a high quality business culture furthermore, it will be easily to get customers’ trust .
Since the networking and technologies have been improved and utilizedpopularly, real estate brokerages have to provide consumers a more convenient communication platform which is accepted by consumers, can serve customers promptly and strengthen their competitive advantage.

並列關鍵字

Real Estate Brokerage Industry ； Customer Service ； Delphi Method ； Analytic Hierarchy Process ； Weighting Value

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