模糊综合评判运用於房屋仲介公司之服务品质绩效-赁居生服务专区.PDF

45 68 JOURNAL OF HOUSING STUDIES, VOLUME 18 NO. 2, DECEMBER 2009 Fuzzy Synthetic Evaluation Model Applied to the Performance Assessment and Strategic Recommendations of Service Quality for Real Estate Agencies * Hsing-Ping Kuo 摘　要 關鍵詞 ：模糊綜合評判、服務品質、房屋仲介公司、績效評估 AbstrAct Many crucial aspects of service management are multifaceted. However, the traditional approach to measuring complex dimensions such as service quality is clearly inadequate. Es- sentially, this study integrates the five dimensions of SERVQUAL and adopts a Fuzzy Synthetic Evaluation Model to take it into the research design. The five dimensions of SERVQUAL are tested for Taiwanese real estate agencies using the Fuzzy Synthetic Evaluation Model to clarify the positioning of service quality in the real estate market and propose service strategy implementation priorities of service strategies. This result enables managers to collate the ser- vice strategy of the benchmarking agency and competitors in the Taiwanese real estate agency market, and also permits real estate agency decision-makers to consider the weights of each of the five dimensions while modifying the service strategy. Such an approach can also clarify the fundamental strengths and weaknesses of service quality. Key words: fuzzy synthetic evaluation model, service quality, real estate agency, performance assessment (本文於2009年5月11日收稿 ，2009年7月13 日審查通過 ，實際出版日期2009年12月) * 3893F-2 Assistant Professor, Department of Business Administration, Southern Taiwan University, E-mail: hpkuo@.tw 46