台灣不動產服務業顧客滿意度因果關係實證研究

The Causality Study of Customer Satisfaction of Service Trade of Real Estate of Taiwan: An Empirical Study

魏文欽(Wen-Chin Wei) ； 黃素芬(Su-Fen Huang)

《International Journal of Lisrel》 1卷1期 (2008/03) Pp. 1-22

https://doi.org/10.30063/IJL.200803.0001

摘要

服務品質是最常被用來研究顧客滿意度，然而不動產價值不菲，交易過程往往涉及專業法令，在資訊不對稱下，最容易誘發不法（李春長，2002），徒增訟源及社會成本。在以客為尊的服務潮流下，業者藉由道德紀律的落實，取得顧客信賴，以達成差異化服務，是獲得滿意的顧客及企業長存之關鍵。因此，發展一個符合行業別及擁有制約性的顧客滿意模式，依所得結果提出相關的應用與管理意涵，對業者、消費者乃至於國家社會都有預期的貢獻。
本研究依相關文獻直接、間接的引用，提出「顧客滿意度」之前因變數為「服務品質」、「職業道德」、「顧客價值」等知覺認知構面，研究範圍以曾經接受我國地政士業者服務之問卷為有效樣本，運用線性結構關係模式(LISREL)之統計方法，驗證各構面間之因果關係，並對模式進行配適度檢驗。研究結果發現：(1)在直接效果部分：職業道德對顧客滿意度之因果關係並未獲得顯著性支持；而服務品質對顧客滿意度有顯著的正向影響；(2)在間接效果部分：職業道德及服務品質透過顧客價值對顧客滿意度都有顯著的正向影響。

關鍵字

職業道德 ； 服務品質 ； 顧客價值 ； 顧客滿意度 ； LISREL

並列摘要

The service quality is most often used as the approach for studying customer satisfaction. The real estate is very worthy; nevertheless, the trade course often involves the specialized decree. Under the information asymmetry conditions, it is easy to lead to illegal behaviors (Li, Chun-Chang, 2002), law suits as well as social costs. Under the orientation of customer first, the enterprise is conducting ethical discipline, to obtain the customers' trust, in order to provide differential service. It is critical to satisfy customer and enable the enterprise to conduct perpetually. Hence, this study establish a model of customer satisfaction with trade differentiation and restriction, to provide relevant applications and management implications for the traders, consumer and even the government and society.
This research based on relevant documents, to obtain following variables as the antecedent variables for customer's satisfaction: service quality, ethics, customer's value, etc. The object of the real estate agents industry. The person who own previous experiences will be considered as our effective sample. The LISREL approach is used to investigate the causal relationships between above constructs. The study finding that: (1) In the direct effect part: the causality of the customer satisfaction to the ethics has not been supported; service quality to customer satisfaction has been significantly supported; (2) In the indirect effects part: ethics and service quality through customer value significantly influence customer satisfaction.

並列關鍵字

ethics ； service quality ； customer value ； customer satisfaction ； LISREL