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題 名 | 臺中地區購屋者對房屋仲介公司認知與偏好之研究=The House Purchaser's Preference on the Real Estate Agent Around Taichung Area |
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作 者 | 謝靜琪; 黃俊源; | 書刊名 | 臺灣土地金融季刊 |
卷 期 | 34:3=133 1997.09[民86.09] |
頁 次 | 頁169-188 |
分類號 | 554.89 |
關鍵詞 | 臺中地區; 仲介; 房屋仲介業; 房屋仲介公司; 認知與偏好; Taichung area; Broker; Real estate agent; Consumer's preference; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來,房屋仲介業者紛紛採標榜正派、合法經營、專業服務、收取固定的服務 佣金、不賺取差價的經營理念,並致力於推動各類保障消費者權益的措施,試圖藉由提昇服 務的品質,扭轉以往房屋仲介業予人的負面印象。但業者的努力,是否能獲得消費者的認同, 而願意透過仲介公司買賣房屋?又哪幾家仲介公司的服務品質,較能獲得消費者的認同?本 研究針對臺中地區購屋者,採問卷調查方式,調查其對仲介公司的認知與偏好。分析結果發 現: 1.臺中地區購屋者對房屋仲介服務的接受程度不低,且對房屋仲介服務持肯定的態度。 2.臺中地區的購屋者,對房屋仲介服務的基本需求已感不足,特別是在買賣房屋的安全 性上,期望獲得更充分的保障。此亦可從購屋者對其形象較佳的房屋仲介公司,有較高的偏 好獲得印證。 3.對於欲紮根於臺中的房屋仲介公司而言,仲介服務口碑的建立,是必須努力的方向。 因為此地區的消費選擇偏好知名度高的仲介公司,及依賴親戚朋友的推薦,平常又不主動蒐 集相關資料,接受仲介服務時,則很在意服務態度的親切可靠,因此若能捉住此地消費者心 態,相信必有利於各房屋仲介公司的業績爭取。從此地方性的房屋仲介公司,獲得頗高的支 持度可獲得印證。 |
英文摘要 | In recent years, real estate agents adopt some operation techniques such as honest and legal operations, professional service and reasonable charges, and they also struggle to promote numerous methods to protect consumers' interests. The agents hope to reverse the bad impressions in consumers' mind by improving service quality. However, do these improvements really meet consumers' needs? Or which real estate agents canget consumers' approval? To answer these questions, we investigate the house purchasers' preference on real estate agent by questionnaire around Taichung area in this paper. The conclusions of this analysis are presented as follows: 1.In Taichung area, there are 42.5% house purchasers have ever served by real estate agents, and they positively accept real estate agents. 2.In Taichung area, house purchasers have already felt insufficient in basic needs for the services provided by real estate agents. They especially show the need that they can gain more safe guarantees during transfering houses than ever. 3.In Taichung area, house purchasers prefer to chose the famous agents, and they rely on the relative's and friend's suggestion. |
本系統中英文摘要資訊取自各篇刊載內容。