부동산중개서비스 소비자평가 측정도구 개발

Developing a Scale for Evaluating Real Estate Brokerage Service

&nbsp;&nbsp;1. CONTENTS<BR>&nbsp;&nbsp;(1) RESEARCH OBJECTIVES<BR>&nbsp;&nbsp;Az the real estate market grows rapidly, consumer&quot;s expectation of real estate brokerage service(or REBS) also increases. But they are very dissatisfied with it. With market opening, local estate broker&quot;s business environment has become worse irrespective of their sizes. The quality of REBS has become a crucial factor for the survival and growth of REBS providers.<BR>&nbsp;&nbsp;While most of the previous research about REBS has been focused on the macro subjects such as policy and system, micro level research like REBS measurement scale, consumer satisfaction has been rare.<BR>&nbsp;&nbsp;To develop and upgrade REBS, we need to research micro level research like REBS measurement scale, consumer satisfaction in addition to macro level research. Meanwhile little effort has been made to develop a set of measures to evaluate REBS.<BR>&nbsp;&nbsp;Under this background, we developed scales for evaluating REBS. REBS scales were made through the review of relevant constructs which are SERVQUAL, retail-SERVQUAL, consumer trust, service cost, information quality, service value. By doing literature review and group discussion of specialists who majored real estate or marketing we derived latent measure items.<BR>&nbsp;&nbsp;(2) RESEARCH METHOD<BR>&nbsp;&nbsp;To check reliability and validity of REBS measurement scale, we used exploratory factor analySis, confirmatory factor analysis, cronbach&quot;s alpha test.<BR>&nbsp;&nbsp;(3) RESEARCH RESULTS<BR>&nbsp;&nbsp;Through multivariate statistical methods, four dimensions of REBS has been identified; (a) reliability (b) empathy (c) convenience (d) service cost.<BR>&nbsp;&nbsp;2. RESULTS<BR>&nbsp;&nbsp;We found that REBS we developed has very strong predictive reliability also. The implications of this measures for real estate broker and researchers are discussed.