| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 96 === Along with the transform of industrial structure and the prosperity in the house market in Taiwan these years, the level of industry transform into the service leading industry. Customers not only focus on the value and the benefit they obtain from the services and products they purchase, but also the cost they pay. Furthermore, they also influence customers’ purchasing will. Customers transform from the acceptance into the decision maker of service or products. Therefore, for reaching the higher sales amount and market share, many enterprises promote various innovative services to raise the service quality and satisfied customers. The purpose of this research is for understanding the customers’ satisfaction of house purchasing service and the behavior intention of customers when they are satisfied.
By questionnaire collected from customers, we analyzed the influence of “interaction”, “value sharing”, “profession of attendant”, “special offers”, “enterprise image” on “satisfaction”, “trust and purchasing will” on house market. The conclusion of research listed as follows:
1. The profession of attendant and special offer has positive impact on customers’ satisfaction. The impact of special offers is most significant.
2. Purchasing will of customers will influenced by customers’ satisfaction and trust.
3. Through the value sharing with customers, enterprise may establish the relationship of trust and promise, and closer the relationship to extend the benefit and add value. It means value sharing has positive impact on raising customers’ satisfaction and trust.
4. When consumers have great trust and positive opinion of enterprise, the house sale case may reduce the cost of promotion and shorten the sales period. Therefore, enterprise shall make every effort to raise the enterprise image which may help the maintenance of long term trust relationship and the opportunity of successful business. It means enterprise image will influence not only the consumers’ trust of enterprise, but also the purchasing will of consumers.
Finally, we offer some suggestions to consumers and research direction of related topics as reference from the result of this research.
Key word：construction industry, interaction, value sharing, profession of attendant,special offers, enterprise image, satisfaction, trust, purchasing will
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