高雄市不動產經紀業服務品質之研究

A Study on Service Quality of the Real Estate Agency in Kaohsiung City

林水池(Lin Shui-Chih)

指導教授 ： 周士雄

長榮大學/管理學院/土地管理與開發研究所(在職專班)/碩士(2008年)

摘要

不動產經紀業隨著台灣經濟快速發展而起飛，不動產買賣交易委由不動產經紀業交易者呈現大幅成長，成為不動產交易市場主流。但是不動產交易糾紛迭有所聞，顯示消費者對不動產經紀業所提供的服務仍有不滿。本研究以高雄市有買賣不動產經驗之消費者為研究主體。
本文研究之不動產經紀業服務過程品質係以學者Parasuraman, Zeithaml & Berry(1985)所提之服務品質差距五，亦即以消費者期望與實際感受服務的差距為基礎。服務結果品質則以消費者對不動產經紀業服務的成交價格、交易速度、交易流程的滿意為基礎。從服務過程品質與服務結果品質兩方面來衡量整體服務品質。
根據研究結果得出結論如下：
一、 消費者對不動產經紀業服務期望水準與實際感受有顯著差異。
二、 未曾接受不動產經紀業服務之消費者較曾接受不動產經紀業服務之消費者，對服務品質期望水準較低，但對服務品質重要性的看法兩者無顯著差異。
三、 不動產經紀業整體服務品質受服務結果品質，服務過程品質共同影響。

關鍵字

不動產經紀業 ； 服務品質

並列摘要

Real estate agency is booming along with the rapid development of Taiwan economy; the commission of real estate trading is growing greatly and become the mainstream of real estate trading market. But the dissension of real estate trading is also happened occasionally; it means that consumers are still not satisfied of the service offered by real estate broker. This research takes consumers who have real estate trading experience in Kaohsiung as research subject.

The service quality of real estate agency in this research was based on service quality difference presented by scholar PZB, namely the difference between consumers’ expectation and real service feeling. The service result quality was based consumers’ satisfaction on the price, speed and course of transaction. The overall service quality is measured by service course quality and service result quality.

The conclusion as per study results as follows:

I. There is obvious difference between consumers’ expectation and real feeling on real estate broking service.

II. The expectation on real estate broking service quality of consumers who have no broking service experience is lower than that of the consumers who have such experience, but the opinion on the importance of service quality is similar.

III. The overall service quality of real estate broking service is influenced by service result quality and service course quality.

並列關鍵字

real eseate agency ； service quality

參考文獻

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