情緒能力、和睦關係、實質吸引力與專業能力對忠誠度之影響──以房屋仲介業為例

The Impact of the Emotional Competence, Rapport, Physical Attractiveness, and Professional Competence on the Loyalty: In the Case of Housing Brokerage Industry

本研究以消費者角度探討影響房屋仲介人員忠誠度之因素，整合情緒能力、和睦關係、實質吸引力、專業能力與傳統忠誠度模式（滿意度、信任與忠誠度）之關係，以建構本研究之概念架構模式。問卷調查對象為高雄市曾經與房屋仲介人員接觸或接受服務之經驗者。應用線性結構方程模式（structural equation model, SEM）進行參數估計與分析。問卷調查共發放830份問卷，實際回收293份，有效問卷共為281份，有效回收率為95.90％。實證結果顯示，情緒能力會對和睦關係與專業能力產生顯著正向影響。和睦關係會對滿意度產生顯著正向影響。實質吸引力會對專業能力產生顯著正向影響。專業能力會對信任產生顯著正向影響。信任會對滿意度產生顯著正向影響。滿意度會對忠誠度產生顯著正向影響。信任對忠誠度產生顯著正向影響。實證結果隱含於探討影響顧客忠誠度之因素時，不可忽略情緒能力、和睦關係、實質吸引力與專業能力之重要影響效果。

This study examined the factors that influence the loyalty of housing brokers from the consumer's perspective. The conceptual framework for this study was developed by considering the relationships between emotional competence, rapport, physical attractiveness, professional competence, and the traditional loyalty model. The questionnaire respondents were individuals from Kaohsiung City who had interacted with or been served by housing brokers. The structural equation model (SEM) was used to perform a parameter estimation and analysis. 830 questionnaires were administered, of which 293 were returned and 281 were valid, representing a effective response rate of 95.90%. The empirical results indicated that: emotional competence has a significant positive impact on rapport and professional competence; rapport has a significant positive impact on satisfaction; physical attractiveness has a significant positive impact on professional competence; professional competence has a significant positive impact on trust; trust has a significant positive impact on satisfaction; satisfaction has a significant positive impact on loyalty; and trust has a significant positive impact on loyalty. These empirical results implied that, with respect to studies on the factors that influence customer loyalty, the important effects of emotional competence, rapport, physical attractiveness, and professional competence should not be ignored.