부동산마케팅에서 중개서비스 품질의 측정모형 및 측정척도

A Study on Measurement Model and Scale of Brokerage Servire Quality in Real Estate Marketing

&nbsp;&nbsp;1. CONTENTS<BR>&nbsp;&nbsp;(1) RESEARCH OBJECTIVES<BR>&nbsp;&nbsp;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.<BR>&nbsp;&nbsp;(2) RESEARCH METHOD<BR>&nbsp;&nbsp;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.<BR>&nbsp;&nbsp;(3) RESEARCH RESULTS<BR>&nbsp;&nbsp;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.<BR>&nbsp;&nbsp;2. RESULTS<BR>&nbsp;&nbsp;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.