應用容忍區間於房屋仲介從業人員服務品質屬性之評估與改善排序－以高雄市為例

Zone of Tolerance for Service Quality of Real Estate Agents: A Case Study of Kaohsiung City

林彥岑(Yen-Tsen Lin)

指導教授 ： 張慈佳

長榮大學/管理學院/土地管理與開發學系(所)/碩士(2017年)

摘要

高雄市房屋仲介從業人員自民國100年以來，從2,963名增加至5,115名，而至104年到達最高峰後，便開始人員縮編、減少據點，平均每五天就有一間房仲公司倒閉。在僧多粥少且競爭激烈的環境中，勢必要提高服務品質，才能維持穩定的業績。故本研究欲重新檢視目前房仲所提供的服務品質，以SERVQUAL量表為問卷設計基礎，針對曾經與高雄市房仲人員接觸過之民眾為研究對象，採用立意抽樣法發放360份問卷，有效回收324份，有效回收率為90%。
　　本研究運用容忍區間(Zone of Tolerance, ZOT)的概念來改善重要度－績效分析(Importance-performance Analysis, IPA)，並以正規化重要度－容忍區間基礎之服務品質分析(Normalized Importance–ZSQ Analysis, NIZSQ)為研究方法。透過此方法將不再僅依據顧客的滿意度作為服務品質唯一的判斷，而是同時考慮顧客對各項服務可接受的範圍與實際知覺服務，並加入重要度的概念，為各服務項目進行優先改善排序。
　　為幫助房仲人員初步瞭解不同顧客的需求，因此利用市場區隔分別檢視各分群之顧客對於各項服務之NIZSQ分析。研究結果顯示「反應性」及「關懷性」構面落在過度努力區，故可將資源適當的移轉給應立即做改善的「可靠性」構面。本研究試圖將有限的資源重新配置，讓房屋仲介各項服務達到最高、最有效之使用，使顧客獲得更高品質的服務。

關鍵字

房屋仲介從業人員 ； 服務品質 ； 容忍區間 ； 重要度－績效分析 ； 市場區隔

並列摘要

The number of real estate agents in Kaohsiung City had increased from 2,963 to 5,115 since 2011 and reached the peak in 2015. After that, Real estate agencies started to contract and one store around was closed down every five days. Consequently, real estate agencies have to enhance service quality to encounter oversupply in housing resale brokerage services. This study intends to re-examine the current service qualities in real estate agencies. The research used Purposive Sampling and interviewed 360 respondents who had experience of using housing resale brokerage services in Kaohsiung city by questionnaires based on SERVQUAL scale. 324 usable questionnaires were collected and the valid return was 90%.
　　This study utilized the concept of Zone of Tolerance (ZOT) to enhance Importance-performance Analysis (IPA), and applied normalized importance–ZSQ analysis (NIZSQ) to reveal service quality that would not only depend on customer satisfaction but also be considered acceptable range of various services and perception after experience. Moreover, this study also ranked improvement priorities for service attributes according to the degree of importance.
　　In order to help real estate agents to realize diverse customers’ needs, the study applied market segmentation to reveal various services based on NIZSQ for each customer group separately. The results showed that “Responsiveness” and “Empathy” had located at the areas of performance “overkill”. Accordingly, the resources could be relocated to “Reliability” which those are critical attributes that agents should concentrate on. This study suggested real estate agencies should relocate the limited resources to specific service attributes which customer value most to increase customers’ satisfactions.

並列關鍵字

Real Estate Agents ； Service Quality ； Zone of Tolerance ； Importance-performance Analysis ； Market Segmentation

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