本文選題：房地產(chǎn)中介企業(yè) + 顧客滿意度�。� 參考：《山東建筑大學(xué)》2017年碩士論文

【摘要】：伴隨物質(zhì)生活水平的不斷提高,社會產(chǎn)品和服務(wù)的不斷豐富,人們的消費意識不只停留在過去產(chǎn)品或者服務(wù)的價格上,現(xiàn)在消費者更加關(guān)注企業(yè)產(chǎn)品或者服務(wù)的質(zhì)量,消費者可以自由選擇自己喜歡的產(chǎn)品或者服務(wù),賣方市場已經(jīng)向買方市場轉(zhuǎn)變,買賣雙方角色的轉(zhuǎn)變使得越來越多的企業(yè)更加關(guān)注消費者滿意度,只有生產(chǎn)顧客滿意的產(chǎn)品,企業(yè)才能在激烈的市場競爭中得到生存,占領(lǐng)更多的市場份額,獲得更多的利潤,因此目前越來越多的企業(yè)把顧客滿意提高到企業(yè)戰(zhàn)略高度,把提高顧客滿意作為企業(yè)的重要發(fā)展戰(zhàn)略。房地產(chǎn)中介企業(yè)作為一個特殊的服務(wù)業(yè),在房地產(chǎn)市場中扮演著重要角色,是買賣雙方交易的橋梁。根據(jù)國家統(tǒng)計局?jǐn)?shù)據(jù)統(tǒng)計顯示,我國有超過六成的商品房買賣和超過九成的二手房買賣都是通過中介完成,可以看出中介企業(yè)是房地產(chǎn)市場經(jīng)濟(jì)的重要部分,對推動國民經(jīng)濟(jì)的發(fā)展具有重要作用。伴隨國民經(jīng)濟(jì)的發(fā)展,房地產(chǎn)中介企業(yè)也得到快速發(fā)展,房地產(chǎn)中介擁有巨大的發(fā)展?jié)摿蛷V闊的市場前景。但是雖然社會對房地產(chǎn)中介的需求在逐步放大,但是房地產(chǎn)中介市場發(fā)展的內(nèi)外環(huán)境并非十分理想,不確定因素多,風(fēng)險大。房地產(chǎn)中介尤其是普通中介市場,由于投資成本低,管理不太規(guī)范,市場準(zhǔn)入制度不完善,進(jìn)入門檻較低,操作不規(guī)范,信譽(yù)較低,競爭手段和方式落后,市場競爭十分激烈,許多中小房地產(chǎn)中介商面臨著競爭和生存的壓力,導(dǎo)致房地產(chǎn)中介商的生存率很低,面對新的形勢,中介企業(yè)尤其是大量的中小中介企業(yè)在機(jī)會和挑戰(zhàn)共存的這一市場中如何能夠贏得消費者,生產(chǎn)出能夠使消費者滿意的產(chǎn)品或者服務(wù),從而占領(lǐng)更多是市場份額,建立自身的競爭優(yōu)勢求得生存和發(fā)展,將是各個房地產(chǎn)中介商所要考慮的首要問題,因此,探尋房產(chǎn)中介企業(yè)顧客滿意度的影響機(jī)制,為房產(chǎn)中介企業(yè)有針對性制定競爭戰(zhàn)略來提高顧客滿意度,占據(jù)更多的市場份額,進(jìn)而提高中介企業(yè)的市場競爭力,具有重要的現(xiàn)實意義。本文首先對房地產(chǎn)中介的概念、房地產(chǎn)中介的構(gòu)成、作用、房地產(chǎn)中介企業(yè)的發(fā)展現(xiàn)狀以及面臨的主要問題進(jìn)行了分析,對房地產(chǎn)中介的顧客結(jié)構(gòu)以及顧客的消費行為進(jìn)行了研究,并對顧客滿意度相關(guān)理論以及國內(nèi)外學(xué)者對滿意度的研究進(jìn)行了論述。其次,對國內(nèi)外學(xué)者對滿意度的相關(guān)研究進(jìn)行了綜述,構(gòu)建了中介企業(yè)形象、顧客期望、中介服務(wù)質(zhì)量、價值感知、政策調(diào)節(jié)、顧客滿意度以及顧客忠誠度的房地產(chǎn)中介企業(yè)顧客滿意度評價指標(biāo)體系,在此基礎(chǔ)上構(gòu)建了房地產(chǎn)中介企業(yè)顧客滿意度理論模型,并對理論模型路徑進(jìn)行了假設(shè)檢驗。最后,對收集的調(diào)查問卷的樣本進(jìn)行了分析,運用SPSS20.0對問卷進(jìn)行了信效度檢驗,運用AMOS20.0對本文構(gòu)建的房地產(chǎn)中介企業(yè)顧客滿意度模型進(jìn)行了一階驗證性因子分析、結(jié)構(gòu)模型分析,并對模型進(jìn)行了修正,最后根據(jù)構(gòu)建的顧客滿意度模型評價結(jié)果有針對性提出提高房地產(chǎn)中介企業(yè)顧客滿意度的建議。
[Abstract]:With the continuous improvement of living standards, social products and services continue to enrich people's consumption consciousness, not just stay in the past the prices of goods and services, the quality of consumers now pay more attention to the products or services, consumers can freely choose their favorite products or service, the seller's market has been transformed into a buyer's market, business transformation the role of more and more enterprises pay more attention to customer satisfaction, only the production of customer satisfaction of products, enterprises can survive in the fierce competition in the market, to occupy more market share, get more profit, so now more and more enterprises to improve customer satisfaction to a strategic height, to improve customer satisfaction as an important the development strategy of the enterprise. The real estate intermediary enterprises as a special service industry, in the real estate market to play on To the role of a bridge transaction. According to the National Bureau of statistics show that China has more than 60% commercial housing sales and more than 90% of second-hand housing transactions are done through an intermediary, we can see that the intermediary enterprise is an important part of the real estate market economy, plays an important role in promoting the development of the national economy. With the development of the national economy, the real estate intermediary enterprise is developing rapidly and the real estate intermediary has huge development potential and broad market prospects. But although the social demand for real estate intermediary in the gradually enlarged, but the real estate market development environment is not very ideal, many uncertain factors, the risk of real estate. Especially ordinary intermediary intermediary market, due to low investment cost, management is not standardized, the market access system is not perfect, the entry threshold is low, the operation is not standardized, low credibility, competitive Competition means and way backward, the market is very competitive, many small and medium-sized real estate intermediary business is facing the pressure of competition and survival, leading to the survival rate of real estate intermediary business is very low, in the face of the new situation, the intermediary enterprises especially how to win the consumer market of small and medium-sized enterprises large deposit in the intermediary of opportunities and challenges in production can make consumers satisfied with the product or service, in order to occupy more market share, establish their own competitive advantage for survival and development, will be the primary problem, the real estate intermediary companies to consider so, explore the influence mechanism of real estate intermediary enterprise customer satisfaction, for the real estate intermediary enterprises to develop targeted competitive strategy to improve customer satisfaction, to occupy more market share, improve the market competitiveness of enterprises and intermediary, has important practical significance. Firstly, on the real estate The concept of real estate intermediary, a real estate intermediary function, the current situation of the development of the real estate intermediary enterprises and main problems are analyzed, the real estate intermediary customer structure and customer consumption behavior were studied, and the research on customer satisfaction satisfaction theory at home and abroad are discussed. Secondly, scholars of domestic and foreign research on satisfaction were reviewed, constructs the intermediary enterprise image, customer expectations, intermediary service quality, perceived value, policy adjustment, customer satisfaction and customer satisfaction and customer loyalty of the real estate intermediary enterprise evaluation index system, based on the theoretical model of the real estate intermediary enterprise customer satisfaction. And the theoretical model of path for hypothesis testing. Finally, the questionnaire to collect the samples were analyzed using the questionnaire SPSS20.0 The reliability and validity test, were analyzed using AMOS20.0 first-order confirmatory factor model of customer satisfaction of the real estate intermediary enterprises, structure model, and the model is modified according to the evaluation model of customer satisfaction results to improve the real estate intermediary enterprise customer satisfaction.

【學(xué)位授予單位】：山東建筑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F299.233.55;F274

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