AHP분석에 의한 부동산중개 서비스의 중요도 분석

A Study on the Weights of RE-SERVQUAL Model by the AHP

1. CONTENTS (1) RESEARCH OBJECTIVES The object of this study identifies the weights of customer satisfaction determinants in real estate brokerage service. And the other purpose of the study is to test the differences of weight between customer group and real estate expert group. These objectives performed using by the RE-SERVQUAL model. (2) RESEARCH METHOD The survey research is employed for the customers and real estate experts. This research is employed the AHP(Analytic Hierarchy Process) for the weight of customer satisfaction determinants in real estate brokerage service. And then the t-test assesses whether the weight means of two groups are statistically different from each other. (3) RESEARCH FINDINGS The weights of real estate brokerage serVlce determinants have been identified. There are the differences of weight between custorrer group and expert group. The order of expert group's weight is following by the interaction(OA18), the outcome quality (OA12) , and the physical environrrent(O.170). The order of customer group's weight is following by the outcome quality(O.619), the interaction(O.294), and the physical environment(O.087). The outcome quality and physical environrrent have statistically differences between two groups. However, the interaction factor didn't. 2. RESULTS We found the weights of RE-SERVQUAL model using by the AHP. These weights will suggest to reduce the difference of view point between customers and experts.