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研究生:邱奕平
研究生(外文):CHIU, I-PING
論文名稱:不動產估價服務之品牌形象、顧客關係、顧客滿意與再購意願間關係之研究-以中華徵信所為例
論文名稱(外文):AN EXAMINATION OF THE RELATIONSHIP AMONG CUSTOMER RELATIONSHIP,BRAND IMAGE,CUSTOMER SATISFACTION AND REPURCHASE INTENTION-IN THE CASE OF CHINA CREDIT INFORMATION SERVICE, LTD.
指導教授:梁世安梁世安引用關係
指導教授(外文):LIANG, SHIH-AN
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:94
中文關鍵詞:不動產估價品牌形象顧客關係顧客滿意再購意願
外文關鍵詞:Real estate evaluation serviceBrand imageCustomer relationshipCustomer satisfactionRepurchase intention
相關次數:
  • 被引用被引用:39
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  • 下載下載:394
  • 收藏至我的研究室書目清單書目收藏:0
不動產估價服務是一門專業之技術,在不動產領域中扮演重要的關鍵角色(張能政,2003),包括資產價值評定鑑估、交易鑑價、投資決策評估、課稅參考、徵收補償價值訂定、金融機構授信放款及不動產證券化等,均需公正客觀第三人之估價師提供專業意見進行。隨著房地產景氣由92年以來之谷底翻身,市場快速復甦,各種交易及金融商品出爐,不動產估價需求也隨之成長,但僧多粥少的情況未見改善,也是各大小型估價師事務所競爭日益激烈之主要原因。
再者,自民國90年不動產估價師法通過後,相關業務之執行及人員資格即有法定地位及依據,為於市場上佔有一席之地,建立持久之競爭優勢,除了不斷開發新客源外,如何與既有之舊客戶維繫良好之顧客關係,使其一旦發生估價需求即願意再次委託,就是本研究欲探討之重要課題。
本研究以與中華徵信所有過不動產估價業務往來之顧客為對象,選定曾委託估價服務之既有顧客進行抽樣,取得有效問卷樣本資料,利用路徑分析方法(Path Analysis)探討不動產估價之品牌形象、顧客關係、顧客滿意與再購意願間之關係,以作為估價師事務所提昇服務品質及績效之參考。由於不動產估價需求約有八成以上為企業法人,因此提供良好服務以維繫顧客關係,能加強企業戶對服務公司之品牌形象與滿意度,進而於再購需求產生時有意願再接受服務。
本研究發現與顧客維持良好的關係會產生顧客滿意與再購意願;品牌形象會正面影響顧客滿意。事實上,顧客滿意與再購意願具有強烈的關係。針對本研究發現之行銷意涵整理如下:1.企業法人客戶為主要顧客,應積極針對企業法人發展長期之顧客關係。2.專業技術及商譽之重要性,可建立企業長久且持續之競爭優勢。3.維持估價師作業獨立性,相關業者或從業人員或可採行將估價技術人員及業務承攬人員分開之作法,以維持估價師作業獨立性,為顧客及企業爭取更佳之效率。
由於本研究僅針對曾與中華徵信所有估價業務往來之對象作研究,而最常往來之顧客依類型不同而異,因此抽樣樣本將儘量平均分佈於各類型顧客,而非以特定產業或類型之顧客為研究對象。同時,本研究所設計之模式並未包含所有可能影響使用者對委託估價業者所作決策之變數,故後續研究者可再深入探討。
Real estate evaluation service is a professional technology and plays an important role in real estate related field. It includes asset appraisal, trade reference, investment decision evaluation, tax reference, credit management and real estate securitization that highly requires fair appraisers to offer professional opinions. Along with the recovery of economic boom from the bottom since 2003, many trades and financial products have been appeared. Meanwhile, the need of real estate evaluation has been increased accompanying with the trend. However, the supply of the real estate evaluation service was more than the demand of market. As the situation has not been improved, many big and small size firms were getting more and more competitive.
Furthermore, after the approval of the law of real estate appraiser in 2001, relative implement of business and the qualification of workers have the legal status and authority. For keeping long competitive advantage in the market, appraiser firms are continuously finding new clients and keeping good relationship with old clients to make them repurchase services when they have the needs of appraisal which is an important topic in this research.
In the research, the sample was the clients from China Credit Information Service, Ltd. To get the effective sample information,this research use the method of path analysis to discuss the relationship among brand image, customer relationship, customer satisfaction, repurchasing intention of real estate evaluation. The conclusion will be a reference for appraiser firms to enhance their service quality and performances.
This research discovers that keeping good relationships with customers can make customers feel satisfied and strengthen their repurchase intentions. Besides, a good brand image can positively affect customer’s satisfaction. In fact, customer’s satisfaction has strong relationship with repurchase intention. As over 80% of needs of real estate appraisals come from institutional investors, a good service can maintain a better customer relationship. If the firms’ satisfaction can be uplift, more business opportunities will come as well.
The research focuses on clients which used to have appraisal business with China Credit Information Service, Ltd. At the same time, the model used in the research did not include all possible variables that all possibly affect user’s decisions for evaluation. Therefore, follow-up researchers can deeply research for these issues.
中文提要----------------------------------------------------------------------------------------------------I
英文提要---------------------------------------------------------------------------------------------------II
目錄 IV
圖次 VI
表次 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 不動產估價 6
第二節 品牌形象 15
第三節 顧客關係 24
第四節 顧客滿意 37
第五節 再購意願 43
第六節 小結 47
第三章 研究方法 48
第一節 研究架構與研究變項 48
第二節 研究假說 49
第三節 變項之操作性定義與衡量 51
第四節 問卷設計 56
第五節 抽樣設計 59
第六節 分析方法 60
第四章 研究結果與分析 62
第一節 樣本資料分析 62
第二節 信度分析 68
第三節 因素分析 71
第四節 相關分析 74
第五節 路徑分析 76
第六節 實證結果 78
第五章 結論與建議 80
第一節 研究結論 80
第二節 行銷意涵 82
第三節 研究限制 84
第四節 後續研究之建議 85
參考文獻 86
附錄-問卷 92
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三、網站部份
1.中華民國不動產估價師公會全國聯合會網站:www.rocreaa.org.tw
2.中華徵信所網站:www.credit.com.tw
3.考選部全球資訊網:www.moex.gov.tw
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