近年來服務業愈來愈受重視,其中服務品質、顧客滿意度及顧客忠誠度更是一個熱門的議題,對於房屋仲介業來說更是一個非常重要的競爭優勢所在。 本研究之目的是探討服務品質、顧客滿意度及顧客忠誠度之間的關係與顧客滿意度扮演的中介效果。本研究首先透過文獻探討發展出研究架構,考量三個研究目的,研擬四個假設,並以以台中市房屋仲介業者之顧客為問卷的發放對象,抽樣方式採便利抽樣,交由服務人 員直接由顧客填寫。總共發放問卷300 份,回收264 份問卷,其中211份為有效問卷。本研究透過SPSS 軟體進行統計資料分析。 本研究之結論如下: 一、 不同年齡與不同教育程度之受訪者,在硬體設備要求上有顯著差異。 二、 服務品質之三個因素「滿足需求」、「信賴與承諾」、「硬體設備」及顧客滿意度、顧客忠誠度之間彼此皆有顯著的正相關。 三、 「滿足需求」與「硬體設備」因素對於顧客滿意度有顯著影響。「滿足需求」與「硬體設備」因素對於顧客忠誠度有顯著影響。 四、 在服務品質因素「滿足需求」與「硬體設備」對顧客忠誠度的影響中,顧客滿意度扮演著中介角色。 本研究並對房屋仲介業者與未來之研究提出建議。
The major objective is researching about the service quality and the relationship between the satisfactory and loyalty of these customers. According to the discoveryfrom the articles,we develop the researching model. Among these sponsoras who are the customers from real estate agency,living in Taichung City as well are our researching target. We analy from the statistics through the spss software. The conclusion might be organized as followed. At first,there is the apperent differentication on the demand of their hardware facilities whoever are different age and educationall background. Secondly,the factors of service quality are contenting what they need ,trust and promise,offering the hardware facilities what they want. It has noticable and positive relationship between the satisfactory and loyalty of the customers. Thirdly,meeting what they demand and providing them with hardware facilities both have the remarkable influence on the customers’ satisfactory. Fourthly,the factorys in service quality about meeting what they demand and providing them with hardware facilities have play the medium roles in the their loyalty and satisfactory of these customers.