상호작용적 서비스로서 부동산중개서비스의 서비스품질에관한 연구

Given that the attention has increasingly been paid to service quality and satisfaction toward the real estate brokerage service in recent years, this study tries to elucidate dimensions of service quality toward real estate brokerage service. This study extends dimensions of service quality beyond the general dimensions of the SERVQUAL research. Through literature review, this study discovers listening quality and consulting quality are important dimensions in service quality toward real estate brokerage service because the general dimension of SERVQUAL cannot reflect unique characteristics of real estate brokerage service as a customized interactive service. With empirical research, this study finds out that additional dimensions of service quality reflecting unique characteristic of real estate brokerage service such as listening quality and consulting quality have positive influence on consumer satisfaction toward real estate brokerage service. And it also finds out that the general SERVQUAL dimensions such as tangibility, responsiveness, reliability, assurance and empathy, have positive impact on consumer satisfaction toward real estate brokerage service. Additionally it confirms that consumer satisfaction toward real estate brokerage service increases reuse intention of the consumer. The result of this study shows that listening quality and consulting quality are essential dimensions in service quality toward real estate brokerage service. And it also shows that real estate brokers can enhance their service quality and customer satisfaction by improving their general service process as well as their service behavior.