부동산중개 서비스품질이 고객충성도와 불평행동에 미치는 영향 -고객만족의 매개효과를 중심으로-

This study is conducted to look into the effects of real estate service quality on customer satisfaction and the relations between customer loyalty and complaining behaviors by the medium of customer satisfaction. The study targets are residents who have used a real estate agent more than once for the recent five years and lived in Incheon, and AMOS 7.0 was used for verification of the study model. The findings of empirical analysis are summarized as follows. The results of analysis on H1 show that the effects of real estate service quality on customer satisfaction were partially adopted. Significant independent variables were analyzed as reliability and professionalism while insignificant independent variables were as convenience and kindness. According to the results of analysis on H2, customer satisfaction is found to have mediating effects in the relations between real estate service quality and customer satisfaction. The results of analysis on H3 shows that customer satisfaction has mediating effects between real estate service quality and customer satisfaction. The above findings indicate customers are aware of importance of real estate service quality in the order of reliability>professionalism>kindness>convenience. Moreover, customer service is shown to have mediating effects in the relations between real estate service quality, customer loyalty, and complaining behaviors. Therefore, the real estate service quality should be firstly improved to lead customers’ loyalty and minimize their complaints.