The exploratory study of employee’s service behaviors: example of real estate brokerage industry

• Main Authors: Lin, Wan Chen, 林琬真
• Other Authors: Tsai, Wei Chi
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/97561279828427102004

碩士 === 國立政治大學 === 企業管理研究所 === 100 === 　　Service industry has become an important foundation for national economic development. So how to provide better service to make customer satisfied has become an important issue. In service organization, employee’s behaviors and attitude toward customers are on behalf of organization. And employee’s service behavior in the process of interacting with customer will influence how customer perceives service quality. What’s more, the real estate brokerage industry plays an important role in service industry. The number of stores of real estate brokerage industry in Taiwan is more than 5,000 stores, only less than the number of convenience stores. Therefore, this study used the salespersons in real estate brokerage industry as sample to explore the first-line employee service behaviors. And this study discussed the similarities and differences in service behaviors when salesperson sold the houses with higher or lower price, and faced customers with different needs. 　　This study used a sample of the salespersons of real estate brokerage industry in Taipei. After interviewing 49 salespersons, whose working experience is more than 8 months, the study turned the transcripts into analyzable items. By the similarity of the items, this study classified the items into 10 categories. The result is that no matter the salespersons sold the house with higher or lower price, or faced customer need of consumption or investment, they mostly provided the organization expected customer service behaviors. But when they sold the house with higher price, or faced the customer need of investment, they even provided the more customer service behaviors which are not required.