住宅学报 第十八卷第二期 民国九十八年十二月 学术论著 第45页—68页 JOURNAL OF HOUSING STUDIES, VOLUME 18 NO. 2, DECEMBER
2009
学术论著
Fuzzy Synthetic Evaluation Model Applied to the Performance Assessment and Strategic Recommendations of Service Quality for Real Estate Agencies
Hsing-Ping Kuo
模糊综合评判运用於房屋仲介公司之服务品质绩效 评估与策略之研究
郭幸萍*
摘 要
房屋仲介公司欲从市场上脱颖而出,必须建立一个与竞争者有差异的服务策略.因此, 不同房屋仲介公司如何运用本身的资源配置进行有效率的服务策略,实为目前值得探讨的研究 问题.由於房屋仲介公司的服务对象为买卖双方,且是高度服务接触,人与人的关系相当密切 及重要,因此,房仲公司及人员的服务品质是此产业的关键成功因素.服务品质管理是多面向 的,在服务传递过程中,顾客对服务提供者信任的评价,取决於彼此互动和服务接触时的关键 时刻.因此,顾客知觉的服务品质在高度服务接触之产业中成为重要的研究议题.本研究主要 是以模糊综合评判将国内六家房屋仲介公司之顾客认知服务品质绩效作整合性的评估,从房屋 仲介公司之顾客认知角度来比较各房屋仲介公司的服务品质绩效,并从市场品质绩效之分析结 果,给房屋仲介公司作相关的品质策略之分析与建议,试图找出竞争者的优点为标竿及做出最 佳的房屋仲介公司品质策略,尝试提供管理者作为发展品质策略及品质改善规划的参考. 关键词:模糊综合评判,服务品质,房屋仲介公司,绩效评估
AbstrAct
Many crucial aspects of service management are multifaceted. However, the traditional approach to measuring complex dimensions such as service quality is clearly inadequate. Essentially, this study integrates the five dimensions of SERVQUAL and adopts a Fuzzy Synthetic Evaluation Model to take it into the research design. The five dimensions of SERVQUAL are tested for Taiwanese real estate agencies using the Fuzzy Synthetic Evaluation Model to clarify the positioning of service quality in the real estate market and propose service strategy implementation priorities of service strategies. This result enables managers to collate the service strategy of the benchmarking agency and competitors in the Taiwanese real estate agency market, and also permits real estate agency decision-makers to consider the weights of each of the five dimensions while modifying the service strategy. Such an approach can also clarify the fundamental strengths and weaknesses of service quality.
Key words: fuzzy synthetic evaluation model, service quality, real estate agency, performance assessment (本文於2009年5月11日收稿,2009年7月13日审查通过,实际出版日期2009年12月)
*南台科技大学企业管理学系暨研究所助理教授.联络地址:台南市东区中华东路三段389号3F-2 Assistant Professor, Department of Business Administration, Southern Taiwan University, E-mail: hpkuo@mail.stut.edu.tw 感谢匿名审查委员提供宝贵意见,作者特此致谢.

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