服務品質、品牌形象與顧客滿意度對購買意願之影響-以中部地區房仲業為例

Influence Over Customer Satisfaction and Purchase Intention From Service Quality, Brand Image - Real Estate Industry In Middle Taiwan

馬誠謙(Cheng-Cian Ma)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2014年)

摘要

隨著環境及科技快速的變遷，近年來房屋業者受到經濟不景氣，同業間的競爭等因素的影響，營運及組織的經營型態都有急速的變化，對於同業之間的競爭越來越激烈，房仲業者面臨極大的挑戰，除了提升服務品質外，還需與顧客建立長久的關係，且提供顧客真正的需求，進而提升且建立良好的品牌形象及顧客滿意度，這將是非常重要的課題之一，因為唯有如此才能在這片紅海市場中，脫穎而出且穩定的成長。

本研究主要在探討服務品質、品牌形象與顧客滿意度對購買意願之影響，以大台中地區30歲以上的消費者為研究對象，樣本採取便利抽樣，共計發放350份問卷，回收有效問卷326份，有效問卷回收率93%。採用SPSS19統計軟體進行分析，分析結果發現：(1)房仲服務品質對顧客滿意度具有正向顯著影響；(2)房仲服務品質對消費者購買意願具有正向顯著影響；(3)房仲品牌形象對消費者購買意願具有正向顯著影響；(4)顧客滿意度對消費者購買意願具有正向顯著影響。

關鍵字

顧客滿意度 ； 品牌形象 ； 服務品質 ； 購買意願

並列摘要

Along with the vast changing environment and technology, business models and organization types of real estate brokers have been adapted to economic distress and fierce competition aggressively. Real estate brokers are now facing great challenges not only to improve service quality but also have to build long-term relationship, satisfy customer’s true need in order to build brand image, for the purpose of surviving in the market of red ocean.

This study aims to investigate the influence of service quality, brand image and customer satisfaction for purchase intention. We made a questionnaire targeting consumers above 30 years old in Taichung and nearby area with convenience sampling. The total sample is 350 and 326 are returned, result to a return ratio of 93%. The result is analyzed by SPSS19 statistics software and we found out 1) Positive correlation between real estate brokers’ service quality and customer satisfaction. 2) Positive correlation between real estate broker’s service quality and purchase intension. 3) Positive correlation between real estate broker’s brand image and purchase intension. 4) Positive correlation of customer satisfaction and purchase intension.

並列關鍵字

Customer Satisfaction ； Brand Image ； Service Quality ； Purchase Intention

參考文獻

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