本文選題：房地產(chǎn)企業(yè)　切入點(diǎn)：服務(wù)質(zhì)量　出處：《武漢理工大學(xué)》2013年碩士論文

【摘要】：隨著服務(wù)經(jīng)濟(jì)時(shí)代的到來(lái),以顧客滿意為宗旨、以服務(wù)質(zhì)量為核心的觀念已經(jīng)逐步確立,房地產(chǎn)行業(yè)作為國(guó)民經(jīng)濟(jì)的支柱性產(chǎn)業(yè),在滿足人們住房需求和推動(dòng)經(jīng)濟(jì)發(fā)展中起到了重要的作用。房地產(chǎn)價(jià)值大、周期長(zhǎng)等特征決定了消費(fèi)者購(gòu)買(mǎi)行為的復(fù)雜性,然而隨著買(mǎi)方市場(chǎng)的逐漸形成,消費(fèi)者購(gòu)房決策日趨理性,對(duì)房地產(chǎn)企業(yè)的要求也不斷提高。房地產(chǎn)企業(yè)只有在經(jīng)營(yíng)過(guò)程中不斷提高服務(wù)質(zhì)量,提升顧客滿意度,才能在激烈的市場(chǎng)環(huán)境中得以生存與發(fā)展。 本研究針對(duì)房地產(chǎn)企業(yè),參考借鑒國(guó)內(nèi)外服務(wù)質(zhì)量和顧客滿意度的研究文獻(xiàn),對(duì)服務(wù)質(zhì)量的概念及測(cè)量方法、顧客滿意度的概念及測(cè)評(píng)模型、服務(wù)質(zhì)量與顧客滿意度的關(guān)系研究進(jìn)行了闡述。結(jié)合房地產(chǎn)行業(yè)及房地產(chǎn)企業(yè)的相關(guān)特點(diǎn),在文獻(xiàn)探討的前提下,圍繞著在房地產(chǎn)的購(gòu)買(mǎi)、交易及交付使用等各個(gè)過(guò)程,對(duì)房地產(chǎn)服務(wù)質(zhì)量進(jìn)行了界定,將其細(xì)分為有形性、可靠性、響應(yīng)性、保證性、移情性,并構(gòu)建了房地產(chǎn)企業(yè)服務(wù)質(zhì)量與顧客滿意度的關(guān)系研究模型,提出本次研究的相關(guān)假設(shè)。根據(jù)本研究的概念模型及假設(shè),進(jìn)行問(wèn)卷設(shè)計(jì),通過(guò)問(wèn)卷調(diào)查的方式收集數(shù)據(jù),利用數(shù)據(jù)統(tǒng)計(jì)工具進(jìn)行信度、效度分析,因子分析,相關(guān)分析,路徑分析及回歸分析,對(duì)研究模型進(jìn)行驗(yàn)證。 利用SPSS及AmosV17.0軟件對(duì)回收的數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析,得出以下結(jié)論：房地產(chǎn)企業(yè)服務(wù)質(zhì)量正向影響顧客滿意度,房地產(chǎn)服務(wù)質(zhì)量五個(gè)維度(有形性、可靠性、響應(yīng)性、保證性、移情性)與顧客滿意度均呈正相關(guān)關(guān)系,其中,可靠性、響應(yīng)性和保證性與顧客滿意是強(qiáng)正相關(guān)關(guān)系,路徑系數(shù)分別達(dá)到0.95、0.96、0.89,移情性對(duì)服務(wù)質(zhì)量的影響屬中度效果,有形性與顧客滿意是弱相關(guān)。房地產(chǎn)企業(yè)顧客滿意度與服務(wù)質(zhì)量各維度之間的標(biāo)準(zhǔn)回歸方程為：滿意程度=-0.178+0.422*保證性+0.253*響應(yīng)性+0.326*可靠性,結(jié)果也顯示服務(wù)質(zhì)量五維度能較好程度的解釋顧客滿意度,影響效果顯著。 依據(jù)本次研究的結(jié)論,筆者針對(duì)房地產(chǎn)企業(yè)如何提升其服務(wù)質(zhì)量從而提高房地產(chǎn)企業(yè)顧客滿意度提出了五點(diǎn)管理對(duì)策,具有一定的指導(dǎo)意義。本文運(yùn)用理論與實(shí)證相結(jié)合的方法對(duì)房地產(chǎn)企業(yè)服務(wù)質(zhì)量和顧客滿意度進(jìn)行了研究,具有一定的理論意義和實(shí)踐意義,為房地產(chǎn)企業(yè)改善服務(wù)質(zhì)量,提高顧客滿意提供了新的思路。
[Abstract]:With the arrival of the era of service economy, the concept of customer satisfaction as the purpose and service quality as the core has been gradually established. The real estate industry as the pillar industry of the national economy, It plays an important role in satisfying people's housing demand and promoting economic development. The characteristics of large real estate value and long period determine the complexity of consumer purchase behavior. However, with the gradual formation of buyer's market, The decision of consumer purchase is becoming more rational and the demand for real estate enterprises is also increasing. Only by improving service quality and customer satisfaction in the course of management can real estate enterprises survive and develop in the fierce market environment. This study aims at real estate enterprises, referring to the domestic and foreign research literature on service quality and customer satisfaction, the concept and measurement method of service quality, the concept of customer satisfaction and the evaluation model. The relationship between service quality and customer satisfaction is discussed. According to the relevant characteristics of real estate industry and real estate enterprises, and on the premise of literature discussion, it revolves around the process of purchase, transaction and delivery of real estate. This paper defines the service quality of real estate, divides it into tangible, reliability, response, assurance and empathy, and constructs a research model of the relationship between service quality and customer satisfaction in real estate enterprises. According to the conceptual model and hypothesis of this study, the questionnaire is designed, the data is collected by questionnaire, and the reliability, validity, factor analysis, correlation analysis are carried out by using the data statistical tools. Path analysis and regression analysis to verify the research model. Based on the statistical analysis of the recovered data by SPSS and AmosV17.0, the following conclusions are drawn: the service quality of real estate enterprises positively affects customer satisfaction, and the five dimensions of real estate service quality (tangible, reliability, responsiveness, assurance, etc.). Empathy) was positively correlated with customer satisfaction, among which reliability, responsiveness and assurance were strongly positively correlated with customer satisfaction, and path coefficients were 0.950.96 or 0.89, respectively. The effect of empathy on service quality was moderate. The standard regression equation between customer satisfaction and service quality in real estate enterprises is: satisfaction degree 0.178 0.422 * assurance 0.253 * responsiveness 0.326 * reliability. The results also show that the five dimensions of service quality can explain customer satisfaction to a better extent, and the effect is significant. According to the conclusion of this study, the author puts forward five management countermeasures on how to improve the service quality of real estate enterprises so as to improve the customer satisfaction of real estate enterprises. This paper studies the service quality and customer satisfaction of real estate enterprises by using the method of combination of theory and demonstration, which has certain theoretical and practical significance, and improves the service quality for real estate enterprises. Improving customer satisfaction provides a new way of thinking.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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