공인중개사의 관계마케팅과 부동산중개 서비스품질이 경영성과에 미치는 영향 : 고객지향성과 업무몰입의 매개효과

국문 초록 (Abstract)

최근 부동산시장에서는 디지털 전환 가속화, 프롭테크 기반 정보플랫폼
의 확산, 경기침체와 규제정책의 장기화 등 구조적 변화가 심화되고 있다.
이로 인해 부동산정보의 공개성이 확대되고 소비자의 서비스 기대 수준이
높아지면서 공인중개사의 정보 독점적 지위가 약화되고, 단순 매물 연결
중심의 전통적 중개방식은 경쟁력을 유지하기 어려운 상황에 직면하였다.
또한 부동산중개업의 과잉 공급과 거래량 감소는 중개사무소의 경영 불안
정성을 증대시키며, 고객의 신뢰와 재이용을 확보하는 관계 기반 경영전략
의 중요성이 한층 부각 되고 있다. 이러한 환경 변화에도 불구하고 공인중
개사의 관계마케팅, 중개서비스 품질, 고객지향성, 업무몰입이 경영성과에
미치는 구조적 상호작용을 통합적으로 규명한 연구는 제한적이다.
이에 본 연구는 공인중개사의 관계마케팅 요인과 부동산중개서비스 품질
요인이 경영성과에 미치는 영향을 실증적으로 분석하고, 이 과정에서 고객
지향성과 업무몰입의 매개효과를 규명하는 데 목적을 둔다. 연구는 관계마
케팅을 신뢰, 유대감, 커뮤니케이션, 관계 지속 의지 등으로 정의하고, 서
비스 품질을 전문성, 신뢰성, 응답성 등 중개서비스의 핵심 속성으로 구조
화하였다. 또한 경영성과에 영향을 미치는 심리적·태도적 기제(고객지향
성·업무몰입)를 이론적으로 설정하여, 변수 간 인과관계를 설명하는 통합
적 연구모형을 구축하였다.
연구 방법은 문헌연구와 실증분석을 병행하였다. 먼저 국내외 선행연구를
바탕으로 변수의 개념 정의 및 측정 항목을 도출하였으며, 서울·경기·인천
등 수도권 지역의 개업 및 소속공인중개사를 대상으로 설문조사를 실시하
였다. 총 1,200부의 유효 표본을 확보하여 SPSS 26.0을 활용한 기술통계,
신뢰도와 타당성 분석, 상관분석 및 집단 간 차이분석을 수행하였으며,
- iv -
AMOS 26.0을 이용한 구조방정식모형(SEM)을 통해 연구모형의 적합성과
가설을 검증하였다.
실증분석 결과, 첫째, 관계마케팅은 고객지향성과 업무몰입에 유의한 정
(+)의 영향을 미치며, 경영성과에도 직접적인 긍정 효과를 나타냈다. 둘째,
부동산중개서비스 품질 역시 고객지향성과 업무몰입을 향상시키는 핵심
요인으로 확인되었으며, 특히 전문성은 경영성과에 가장 강한 직접적인 효
과를 나타냈다. 셋째, 고객지향성과 업무몰입은 관계마케팅 및 서비스 품
질이 경영성과에 미치는 영향 경로에서 매개변수로 기능하여, 공인중개사
의 심리적·태도적 요인이 성과를 결정하는 중요한 경로임이 실증적으로
확인되었다.
본 연구는 관계마케팅–서비스품질–심리적 태도–경영성과를 연계한 통
합적 구조모형을 제시함으로써 기존 연구의 단편적 접근을 보완하였다는
점에서 학문적 의의가 있다. 실무적으로는 공인중개사가 단기성과 중심의
영업방식에서 탈피하여, 체계적 고객관리, 전문성 기반의 중개서비스 제공,
지속적 관계 형성 전략을 중심으로 한 관계지향 경영체계 구축의 필요성
을 제시하였다. 아울러 중개서비스 품질의 표준화, 고객경험 관리, 내부 역
량 개발 등 중개사무소 운영 전략에 실질적 시사점을 제공하였다.
다만 표본이 수도권에 국한되어 지역별 중개시장 특성을 반영하고, 서비
스품질 구성요인을 보다 세분화하지 못한 한계가 있다. 향후 연구에서는
지역·조직 유형별 비교분석, 온라인·모바일 기반 중개서비스 품질 요인의
확장, 관계마케팅의 디지털 요소 반영 등을 통해 연구의 외연을 확대할 필
요가 있다.

목차 (Table of Contents)

• Ⅰ. 서 론 ··················································································································1
• 1. 연구의 배경 ····················································································································1
• 2. 연구의 목적 ····················································································································3
• 3. 연구의 범위와 방법 ······································································································4
• 4. 연구의 구성과 체계 ······································································································6
• Ⅱ. 이론 및 선행연구 ···························································································8
• 1. 공인중개사와 부동산 중개시장 ················································································8
• 1) 공인중개사와 부동산 중개시장의 개념 ··································································8
• 2) 부동산 중개시장의 현황 ··························································································10
• 2. 관계마케팅 ····················································································································14
• 1) 관계마케팅의 개념 ····································································································14
• 2) 관계마케팅의 발전 ····································································································18
• 3) 관계마케팅의 특징 ····································································································22
• 3. 부동산 중개서비스 품질 ····························································································24
• 1) 부동산 중개서비스 품질의 개념 ············································································24
• 2) 부동산 중개서비스 품질의 발전 ············································································28
• 3) 부동산 중개서비스 품질의 특징 ············································································30
• 4. 고객지향성과 업무몰입 및 경영성과 ······································································33
• 1) 고객지향성 ··················································································································33
• 2) 업무몰입 ······················································································································36
• 3) 경영성과 ······················································································································39
• 5. 선행연구와의 차별성 ··································································································42
• 1) 공인중개사와 중개업에 관한 선행연구 ································································42
• - vi -
• 2) 관계마케팅에 관한 선행연구 ··················································································44
• 3) 부동산 중개서비스 품질에 관한 선행연구 ··························································48
• 4) 선행연구와의 차별성 ································································································52
• Ⅲ. 연구의 설계 ···································································································57
• 1. 연구모형 및 가설설정 ································································································57
• 1) 연구모형 ······················································································································57
• 2) 가설설정 ······················································································································58
• 2. 변수의 조작적 정의 ····································································································60
• 3. 조사 설계 및 타당성 ··································································································62
• 1) 조사대상 ······················································································································62
• 2) 측정항목 ······················································································································63
• 3) 응답자 분석 ················································································································64
• 4. 신뢰성 및 타당성 검증 ······························································································66
• Ⅳ. 실증분석 ·······································································································70
• 1. 특성별 차이분석 ············································································································70
• 1) 연령대별 분석 ············································································································70
• 2) 학력별 분석 ················································································································79
• 3) 경력별 분석 ················································································································85
• 4) 지역별 분석 ················································································································93
• 2. 부동산 관계마케팅과 중개서비스 품질 요인별 상관분석 ··································100
• 3. 구조방정식 모형 분석 ································································································106
• 1) 변수의 평가 ················································································································106
• 2) 분석모형의 적합도 분석 ··························································································107
• 3) 관계마케팅과 중개서비스 품질 경로분석 ····························································110
• 4) 소 결 ····························································································································116
• - vii -
• Ⅴ. 결론 ·············································································································122
• 1. 연구의 요약 및 시사점 ······························································································122
• 2. 연구의 한계 및 향후 연구 ························································································127
• 참고문헌 ···········································································································129
• 영문초록 ···········································································································138
• 설문조사지 ·······································································································142