부동산중개업소의 서비스요인이 고객만족과 서비스성과에 미치는 영향에 관한 연구

It is being required to implement systematic, a high-level marketing which could meet the change in conditions beyond the simple, small forms of management in real estate agencies as well. The purpose of this study is to evaluate the service factors of real estate agencies of Korea, and to suggest implications with which the systematic marketing strategy could be established by grasping the effects of the service factors on the customer satisfaction and the outcome of service. As for the research methods, a hypothesis was set with the existing system of a theory, and after testing the set hypothesis through the analysis of data, a conclusion was reached. As for the analysis methods, Frequency Analysis, Descriptive Statistics,Factor Analysis, T-test, One-way ANOVA, and Multi-regression Analysis, etc were used for hypothesis testing. The questionnaire of this study was conducted with quota sampling for real estate agencies which were located in Guri city. After distributing 300 questionnaires in total to them, and collecting 280questionnaires of them, the analysis was conducted. The results of the research were as follows. First, there is a significant relation between the demographic characteristics about the customers of real estate agencies and the service factors according to the types of use, which needs to be considered when real estate agencies treat the customers. Second, to vitalize the intention for customers to revisit and to recommend real estate agencies so that they could secure the profit stably, it is necessary to use the satisfaction on the service factors of the customers by subdividing them according to the age. Third,by differentiating the business strategy according to the location of real estate agencies(redevelopment area and housing site development area), real estate agencies will have to try to improve the service factors of those which are located in housing site development area in particular, and enhance the intention for customers to revisit and recommend through that. Fourth, the higher the level of satisfaction of the customers on the basic qualification of the employees, the interior environment of real estate agencies, and the contents among the service factors of real estate agencies are, the more positively they affect the improvement of customer satisfaction. Therefore, it is necessary to try to improve all of them. Finally, to improve the service quality of real estate agencies, the human, physical, and systematic service for achieving the customer satisfaction should be mutually, complexly and systematically harmonized. To do that, with the cooperative effort of all the members of real estate agencies, the reliability of customers shall be enhanced, and the service which can be admitted shall be improved without cessation.