||The Relationship among Customer Personality Traits, Service Expectation, Perceived Service Quality, and Customer Satisfaction: A Study of Real Estate Brokerage
||The Relationship among Customer Personality Traits, Service Expectation, Perceived Service Quality, and Customer Satisfaction: A Study of Real Estate Brokerage
||Institute of International Management (IIMBA--Master)(on the job class)
Perceived service quality
Real estate brokerage
Service quality is an important issue in management field. Business researchers look into consumer behavior derive from behavior science to humor more customers. The study using a very brief Big-Five model with revised SERVQUAL and RESERV models to examines the relationship among customer personality traits, service expectation, perceived service quality, and customer satisfaction. The study were conducted with convenience sampling in Tainan, Taiwan by using consumers who have ever sold or brought real estate via real estate brokerage. The data were gathered in one month period in May 2007 including two rounds pretest and formal survey. The results indicated that real estate customer perceived service quality provided from real estate brokerage has a significant effect on customer satisfaction. The respondents tend to prefer on high degree of dependable real estate firms. The customer personality traits have moderate effect with service expectation but have very little effect with customer satisfaction. The implication is to establish real estate brokers’ professionalism, offer high level of service quality, then to create rational profit via professional performance.
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Questions 2
1.3 Research Objective 3
1.4 Research Structure 4
1.5 Research Process 4
CHAPTER TWO LITERATURE REVIEW 6
2.1 Definition and Overview of Research Constructs 6
2.1.1 Real Estate and Real Estate Brokerage 6
2.1.2 Personality Traits 10
2.1.3 Customer Expectation 15
2.1.4 Perceived Service Quality 18
2.1.5 Customer Satisfaction 23
2.2 Relationship among Research Constructs 26
2.2.1 Relationship between Customer Personality Traits and Customer Service Expectation 26
2.2.2 Relationship between Customer Personality Traits and Perceived Service Quality 27
2.2.3 Relationship between Customer Personality Traits and Customer Satisfaction 27
2.2.4 Relationship between Customer Service Expectation and Perceived Service Quality 28
2.2.5 Relationship between Customer Service Expectation and Customer Satisfaction 29
2.2.6 Relationship between Perceived Service Quality and Customer Satisfaction 30
2.2.7 Relationship among Customer Personality Traits, Service Expectation, Perceived Service Quality, and Customer Satisfaction 32
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 35
3.1 Conceptual Model 35
3.2 Construct Measurement 36
3.2.1 Construct Measurement: Personality Traits 37
3.2.2 Construct Measurement: Customer Service Expectation 37
3.2.3 Construct Measurement: Perceived Service Quality 40
3.2.4 Construct Measurement: Customer Satisfaction 43
3.3 Research Hypotheses 43
3.4 Questionnaire Design 44
3.5 Sampling Plan 45
3.6 Pretest of the Survey Instrument 45
3.7 Data Analysis Procedure 50
CHAPTER FOUR RESEARCH ANALYSIS AND RESULTS 54
4.1 Descriptive Analysis 54
4.1.1 Data Collection 55
4.1.2 Characteristics of Respondents 55
4.1.3 Measurement Results of Research Variables 57
4.2 Factor Analysis 62
4.3 Reliability Analysis 64
4.3.1 Personality Traits 65
4.3.2 Service Expectation 66
4.3.3 Perceived Service and Service Gap 67
4.3.4 Customer Satisfaction 69
4.4 Validity Assessment 70
4.4.1 Discriminant Validity 70
4.4.2 Confirmatory Factor Analysis (CFA) 72
4.4.3 Convergent Validity 73
4.5 Analysis of Individual Differences 78
4.6 Structural Equation Modeling (SEM) 81
4.6.1 Relationships among Overall Research Constructs (Excluding Gap Modeling) 82
4.6.2 Relationships among Overall Research Constructs (Including Gap Modeling) 84
4.6.3 Results of Hypotheses Testing 86
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 89
5.1 Research Results and Contribution 89
5.2 Limitations and Suggestion 91
Appendix-1: Questionnaire for Pre-test (English Version) 99
Appendix-2: Questionnaire for Pretest (Chinese Version) 106
Appendix-3: Questionnaire for Formal (Chinese Version) 112
Appendix-A Tables of Demographics Analysis 116
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