模糊綜合評判運用於房屋仲介公司之服務品質績效評估與策略之研究

Fuzzy Synthetic Evaluation Model Applied to the Performance Assessment and Strategic Recommendations of Service Quality for Real Estate Agencies

房屋仲介公司欲從市場上脫穎而出，必須建立一個與競爭者有差異的服務策略。因此，不同房屋仲介公司如何運用本身的資源配置進行有效率的服務策略，實為目前值得探討的研究問題。由於房屋仲介公司的服務對象為買賣雙方，且是高度服務接觸，人與人的關係相當密切及重要，因此，房仲公司及人員的服務品質是此產業的關鍵成功因素。服務品質管理是多面向的，在服務傳遞過程中，顧客對服務提供者信任的評價，取決於彼此互動和服務接觸時的關鍵時刻。因此，顧客知覺的服務品質在高度服務接觸之產業中成為重要的研究議題。本研究主要是以模糊綜合評判將國內六家房屋仲介公司之顧客認知服務品質績效作整合性的評估，從房屋仲介公司之顧客認知角度來比較各房屋仲介公司的服務品質績效，並從市場品質績效之分析結果，給房屋仲介公司作相關的品質策略之分析與建議，試圖找出競爭者的優點為標竿及做出最佳的房屋仲介公司品質策略，嘗試提供管理者作為發展品質策略及品質改善規劃的參考。

Many crucial aspects of service management are multifaceted. However, the traditional approach to measuring complex dimensions such as service quality is clearly inadequate. Essentially, this study integrates the five dimensions of SERVQUAL and adopts a Fuzzy Synthetic Evaluation Model to take it into the research design. The five dimensions of SERVQUAL are tested for Taiwanese real estate agencies using the Fuzzy Synthetic Evaluation Model to clarify the positioning of service quality in the real estate market and propose service strategy implementation priorities of service strategies. This result enables managers to collate the service strategy of the benchmarking agency and competitors in the Taiwanese real estate agency market, and also permits real estate agency decision-makers to consider the weights of each of the five dimensions while modifying the service strategy. Such an approach can also clarify the fundamental strengths and weaknesses of service quality.