부동산마케팅에서 중개서비스 품질의 측정모형 및 측정척도

• 영문명: A Study on Measurement Model and Scale of Brokerage Servire Quality in Real Estate Marketing
• 발행기관: 한국부동산학회
• 저자명: 조광행(Cho Kwang Haeng)
• 간행물 정보: 『부동산학보』不動産學報 第30輯, 95~112쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.08.30

영문 초록

  1. CONTENTS
  (1) RESEARCH OBJECTIVES
  In this study I hope to answer the question, "For real estate marketing, how to measure brokerage service quality?" In order to solve the problem, I have established specific objectives of this study as follows. First, I should develop measurement model of brokerage service quality in real estate marketing. Second, I should propose specific measurement scale of brokerage service quality in real estate marketing.
  (2) RESEARCH METHOD
  I have explored theoretical background to accomplish the research objectives by reviewing the related previous researches on service quality, measurement model and scale. In addition to that, depth interview and focus group interview are used to answer the research question.
  (3) RESEARCH RESULTS
  By depth interview and focus group interview, I propose RE-SERVQUAL which is 20 measurement items of brokerage service quality in real estate marketing. The antecedents of brokerage service quality are composed of 3 first-dimension qualities. They are physical environment quality, interaction quality, and outcome quality.
  2. RESULTS
  The findings of this study can suggest the implications as follows. First, due to the 100 point scale, the suggested RE-SERVQUAL can be easily used by practitioners and researchers in real estate marketing. Second, by the periodic measurement of RE-SERVQUAL, real estate broker can easily find the necessary area of improvement in service quality. Therefore, RE-SERVQUAL will contribute to establish and develop specific strategies of service quality in real estate marketing.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 부동산중개서비스 품질 측정모형 및 측정척도
Ⅴ. 결론
參考文獻
[부록] : RE-SERVQUAL(부동산중개서비스 품질 측정척도)

키워드

Real Estate Marketing Brokerage Service Quality Measurement Model and Scale SERVQUAL SERVPERF RE-SERVQUAL