探討住宅案場的服務品質與顧客滿意度間之關係

Investigating the Relationship between Service Quality and Customer Satisfaction for Residential Houses

我國物業管理產業目前仍是由不同行業獨立運作於市場，同時也被普遍認為是「公寓大廈維護業」。物業管理產業屬於微利產業，服務價格競爭激烈，造成服務品質普遍低落。對於以服務為主要銷售產品的公寓大廈維護業務而言，顧客滿意度始終是其存活於激烈競爭市場不可輕忽的重點。本研究經由訪談物業管理公司設計住宅服務之問卷，進行模型假設檢驗、管理策略矩陣分析及相關性分析，剖析住宅案場服務品質及顧客滿意度間之關係，再據以研提相應的經營策略。模型假設驗證結果顯示，顧客期望對顧客滿意度及服務品質有正向顯著影響；服務品質對顧客滿意度有正向顯著影響；服務人員對顧客期望有部分正向顯著影響；服務人員對服務品質及顧客滿意度有大部分正向顯著影響。依據管理策略矩陣分析發現，公司需優先改善「總幹事處理停車場不當停置車輛之違規告示」、「總幹事更新公佈欄的告示」、「保全引導停車場的通道及出入口」、「清潔人員維持接待桌面整潔」及「清潔人員清潔茶水間」。依據相關性分析得知，職稱、性別及學歷對顧客期望、服務品質與顧客滿意度並無顯著差異，惟年齡及管服費有其影響，受訪者年齡介於41歲至50歲的影響大於60歲以上。

Property management (PM) in Taiwan is in its beginning stage; yet it lacks sufficient law and market mechanism. Mainly run by individual business from all sectors, the PM industry is yet broadly considered as apartment building maintenance industry. With its fierce competition in price, the PM industry is thus characterized as lower marginal profitability resulting in lower service quality (SQ). For a business mainly providing service as product for sale, customer satisfaction (CS) is a key concern that can't be overlooked for the industry to survive in competitive market. In this study, a questionnaire is distributed to residents of apartment building. The relationship between SQ and CS is explored using Hypothesis-Testing (HT), Strategic Matrix Analysis (SMA), and Correlation Analysis (CA). In accordance with HT, customer expectation (CE) has positive influence on CS and SQ; SQ has positive influence on CS; service personnel have positive influence on CS partially; service personnel have positive influence on SQ and CS mostly. According to SMA, items need to be improved urgently including official notes of violated parking, bulletin board updating, parking lot's passageways and exits guidance, clean maintenance of reception table, and tea-stall clean. Finally, based on the results of CA, position, gender and education background have not significant influence on CE, SQ and CS while age and management costs both have significant influence. Respondents with age between 41-year-old and 50-year-old have larger influence on CE, SQ and CS than those excel 60-year-old.