부동산업의 서비스지향성과 경영성과와의 관계 - 부동산중개업을 중심으로 -

The Relationships of Service Orientation and Outcome of Real Estate Business - Focused on the Real Estate Brokerage Business -

1. CONTENTS (1) RESEARCH OBJECTIVES The Purpose of this study was to develop the scale for measuring the Customer Orientation of Real Estate Brokerage Business using the non-price marketing Theory. And analyze the effect of service orientation on business performance of Real Estate Brokerage Business. (2) RESEARCH METHOD For the purpose, the previous studies and theories concerning the customer orientation, and management innovation of real estate business were reviewed. And the questionnaire was performed the consciousness of the real estate broker, and the major statistical methods used for this research were factor analysis, Correlation Analysis, Multiple Regression Analysis. (3) RESEARCH RESULTS The questionnaires were given to 72 real estate brokers of 3 districts that are Gaesin-Gakyung, Sachun-yullang, Bunpung-Yongam. 2. RESULTS The Multi Regression analysis results from effective factors of business performance of real estate brokerage business are as Follows ; The ranks of importance effect are service reward(β=.522), service culture(β=.435), service preventing(β=.321) and service standard(β=.282). 3. KEY WORDS service orientation, business performance, service reward, service culture, service preventing, service standard