부동산중개서비스에 대한 만족결정요인에 관한 연구 = A Study on the Determinants of Customer Satisfaction toward Real Estate Brokerage Service

국문 초록 (Abstract)

  중개분야와 관련된 많은 연구들은 주로 중개서비스와 관련된 제도적 측면이나 거시적 차원에 초점을 두어 진행되어 왔다. 이런 이유 때문에 중개서비스의 경쟁력을 강화하기 위해서 중개서비스의 서비스품질이나 중개서비스에 대한 고객만족을 향상시킬 수 있는 방안 등과 같은 미시적 차원에 대한 연구가 필요함에도 불구하고 이와 관련된 연구가 활발히 진행되지 않았다. 그러나 수요자 중심의 부동산 시장으로의 전환. 중개사들의 폭발적 증가, 중개서비스에 대한 경쟁이 치열해짐에 따라 중개서비스의 품질과 고객만족을 향상시킬 수 있는 방안에 대한 연구가 필요하게 되었다. 이에 따라 본 연구에서는 부동산 중개서비스에 대한 고객만족에 영향을 미치는 요인과 중개서비스에 대한 고객만족에 따른 구매 후 행동을 살펴보고자 하였다. 구체적으로 본 연구에서는 부동산 중개사의 능력, 청취행동, 적응적 판매행동, 판매프레젠테이션의 효과성에 대한 고객들의 지각이 부동산 중개서비스에 대한 고객만족에 영향을 미치고, 중개서비스에 대한 고객만족은 고객들의 재이용행동과 긍정적 구전행동을 만들어낼 것이라는 가설을 설정하고 실증연구를 통해 확인하고자 하였다. 실증연구결과 중개사의 능력, 청취행동, 적응적 판매행동, 판매프레젠테이션의 효과성에 대한 고객의 지각이 중개서비스에 대한 고객만족에 영향을 준다는 것을 확인하였다. 또한 부동산중개서비스에 대해 만족할수록 해당 중개사나 중개서비스를 다시 이용하려는 의도와 긍정적인 구전행동을 보일 가능성이 증가한다는 것도 발견하였다. 이러한 연구결과는 중개서비스를 제공함에 있어서 고객에 대한 풍부한 정보를 얻을 수 있는 청취행동을 수행하고, 이런 활동을 통해 얻은 정보에 입각하여 고객에 적합한 적응적 판매행동을 전개하고, 효과적인 프레젠테이션을 제시함으로써 중개서비스에 대한 고객들의 만족을 향상시킬 수 있고, 중개사와 중개서비스에 대한 고객의 재이용의도와 긍정적 구전행동을 증가시킬 수 있다는 것을 보여주고 있다.

다국어 초록 (Multilingual Abstract)

  Given that the attention has increasingly been paid to the real estate brokerage service in recent years, this study tries to elucidate certain characteristics of broker and brokerage behavior that influence on the customer satisfaction toward real estate brokerage service, for the purpose of enhancing quality of real estate brokerage service. In this study, with the hypothesis that customer"s perception toward broker"s capability, listening behavior, adaptive selling behavior, and sales presentation effectiveness will affect the customer satisfaction toward real estate brokerage service, the author examines the validity of a research model that encompasses various factors like characteristics of brokers and their brokerage behaviors, customer satisfaction, re-purchase intention and word-of-mouth. With empirical research, this study finds out that the customers" perception toward broker"s capability, listening behavior, adaptive selling behavior, and sales presentation effectiveness have an impact on customer satisfaction toward real estate brokerage service. It also becomes manifest that customer satisfaction toward real estate brokerage service increases re-purchase intention of the customer and positive word of mouth. The result of this study shows that real estate broker can enhance customer satisfaction toward their real estate brokerage service by changing their brokerage behavior and customer"s perception, can preserve the their customer basis, and can allure more customers by word of mouth.

목차 (Table of Contents)

• 〈Abstract〉
  Ⅰ. 서론
  Ⅱ. 연구설계
  Ⅲ. 실증연구
  Ⅳ. 결론
  참고문헌
  국문요약
  

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