| 摘要註: |
因服務產業受到金融風暴的影響，經營方式與型態亦變化很快，如加盟型態的快速擴張、網路的運用和對於消費主權的重視等，面臨到前所未有的考驗。因此，服務業者應加強內部的服務品質與提升自我管理能力，以求在不景氣的逆勢中也能成長。 本研究以房仲服務產業為例，結合KANO二維品質模式與品質機能展開之系統性分析工具，據此建構一套房仲產業的服務系統設計模式，進而找出服務品質設計與改善之優先次序與方向，並據以擬訂出企業最佳的資源配置策略，且為購屋者未來挑選房仲業者提供重要依據與參考。本研究主要內容包括：1. 瞭解目前消費者對於房屋仲介業所重視的服務品質要項。2. 探討房屋仲介產業的服務品質項目是屬於哪種二維品質特性，使企業對於不同需求，可以做不同處置方式，以滿足顧客需求。3. 結合二維的KANO品質模式與品質機能展開的運算，來確認每一項服務系統特性的相對重要度，以提供給房仲業者做為資源指派次序之參考。 研究結果發現，顧客需求服務品質最重要前三項分別為：「不隱瞞房屋狀況」、「資料予以保密」、「與事實相符」。房仲業者可從縮小這些缺口,著手改進，做出立即性的回應策略，以便提昇服務品質。魅力品質需求項目共七項，包括「具備最新的資訊設備」、「隨時提供最新的不動產行情」、「最短時間內完成交易」、「經國家考試合格，具有專業執照」、「主動詢問消費者的需求」、「配合顧客方便的時間提供服務」及「儀容整潔、服裝整齊一致」；一元性品質需求項目共十二項，包括「業者與銷售人員會負連帶損害賠償責任」、「誠實不誇大，讓消費者值得信賴」、「會給予消費者個別的關心」、「有耐心為消費者解決問題」、「網站與廣告提供詳細的資訊」、「提供各式的房屋物件」、「努力瞭解消費者市場的需求」、「接受公司內部完整的不動產專業訓練」、「接觸會感到愉快」、「當消費者向服務人員表明自己有買屋需求，銷售人員能夠進一步為消費者做整理分析」、「公司信譽佳，形象好」及「提供之服務有受到尊重的感覺」；當然品質需求項目共十一項，包括「廣告及銷售內容與事實相符」、「契約是合理且無記載不實」、「斡旋金的使用限制會善盡告知」、「不哄抬房價，賺取差價」、「基本資料會予以保密」、「交易是安全的」、「不隱瞞房屋物件的重要資訊」、「落實完善的售前與售後服務」、「完成承諾的服務」、「有能力回答消費者的問題.」及「親切有禮、熱誠服務」；無差異品質需求項目共四項，包括「對於服務的提供是適當的」、「適時自我介紹並迎接消費者入內」、「提供舒適且乾淨的環境」及「位於交通方便容易到達的地點」。 透過品質機能展開與二維品質工具所得之優先改善品質技術，本研究發現，房仲業應以「諮詢服務」、「員工教育」及「買賣協調」做為前三項優先改善項目，能在資源有限之情形下，提供房仲業業者更有效率之資源配置及獲得更高之顧客滿意。 Due to the impact of financial storm, the pattern of business operation is changing rapidly. In this evolution, the mode of franchise, the use of internet, and the respect of consumer’s sovereignty are also facing unprecedented challenges. Therefore, service providers should strengthen the service quality and their self-management skills to enhance the business growing under the recession period of time. This research aims to establish a service system design, which combines the two-dimensional KANO model and the systematic approach of Quality Function Deployment (QFD), for the real estate brokering industry. Through the study, the priorities and direction for the improvement of a service system can be determined for both the real estate brokering company to strategically allocate its limited resources and the future homebuyers to select appropriate real estate brokers. The contents of this study involves: (1) to understand what the most important requirements of service quality are in the real estate broking industry; (2) to explore what the attribute of each service quality requirement is in the KANO model for the real estate brokers to provide different ways of service to meet various customer needs; (3) to identify the relative importance of each of the service system characteristics, by combining the KANO model and the QFD approach, for the prioritization of limited resources for the real estate brokering industry. Results of the research show that the three most important requirements of service quality are: "do not hide the condition of houses", "confidential information", and "consistent with the facts". Real estate brokering company can enhance the service quality by reducing the gaps between the perception and the expectation of these requirements as well as implementing appropriate improving and responding strategies. In addition, seven items of attractive quality requirements are found, including ”have the latest information equipment”, “real estate provides the latest information at any time”, “the shortest time to complete the transaction”, “has a state professional license examination”, “initiative to ask the consumer needs”, “time with customers to provide services” and “grooming, clothing line”. Twelve items of one-dimensional quality requirements are found, including” realtors and sales staff will bear together with damages”, “honest is not exaggerating, so that customers trusted”, concern for individual customers”, “have the patience to solve the problem for customers”, “web site and advertising provide detail information “, “provide various types of housing”, “efforts to understand the customer needs”, “received a complete real estate company professional training”, “contact with customers will be happy”. “when customers have housing demand, sales staff can be analyzed as soon as possible for customers”, “good company reputation and image” and ”services provided so that customers feel they are being respected”. Eleven items of must-be quality requirements are found, including “the content of advertising and sales with the facts”, “reasonable contract and no false record”, “informing restrict the use of this deposit”, “do not drive up housing price to earn a spread”, “personal important information is not concealing”, “implement a comprehensive pre and after-sales service”, “commitment to service to reach”, “have the ability to answer customer questions” and “courteous and sincere service”. Four items of indifferent quality requirements are found, including “provide appropriate services”, “timely self-introduction and lead the customer into the inside”, “provide comfortable and clean place” and “company located in easily place.” Finally, by combining the KANO model and the QFD approach, the three most important characteristics of the service system are “consulting services”, “staff education” and “trading coordination”. That is, the real estate brokering industry should prioritize the limited resources in strengthening these three service system characteristics to enhance the service quality and achieve greater satisfaction of customers. |