An Study of the Effect of Rental Quality on Tenants'' Perceived Value, Satisfaction and Loyalty-A Case Study of Rental Properties in Taichung

• Main Authors: Bao-Yu Wang, 王寶玉
• Other Authors: Chun-Hung Hsieh
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/a4s685

碩士 === 國立臺中科技大學 === 企業管理系碩士班 === 104 === 　　Previously, researching the rental market in Taiwan has mostly focused on the consumer behavior of households, such as the income elasticity of demand or the effect of rental prices on the rental frequency. Research has seldom analyzed and examined rental quality and customer perceived value, satisfaction, and loyalty. In particular, there has been little research on rental properies. The majority of tenants are office workers or students for whom rental properties are the top choice. Even though rental suites offer limited space, rental companies should still strive to understand tenants’ various needs and make timely adjustments, if needed. In other words, rental companies should not only keep affordabiliity in mind but also safety and quality. 　　The goal of this study is to examine the effect of the quality of rental suites provided by rental companies on the perceived value, satisfaction, and loyalty of tenants. Based on a literary review of the concepts of residential and service quality, the scope of, “rental quality”was determined. It includes facilities, amenities, and management of service personnel. Drawn from many studies and expert recommendations, a questionnaire was designed and pretested. Adjustments were then made before the questionnaire was finalized. The study subjects were the tenants in Taichong rental suites. Empirical analyses were conducted using SPSS Amos for structural equation modeling. The results are as follows:（1）There was a significant difference in perceptions of rental quality, perceived value, satisfaction, and loyalty among tenants with different backgrounds.（2）Rental quality correlated significantly and positively with perceived quality.（3）Perceived value correlated significantly and positively with satisfaction.（4）Rental quality correlated significantly and positively with satisfaction. （5）Perceived value correlated significantly and positively with loyalty.（6）Satisfaction correlated significantly and positively with loyalty.（7）Rental quality correlated significantly and positively with loyalty. 　　As consumers become more aware of their rights and needs when renting, how rental companies gear the quality of their rentals to meet demand has become one of the critical success factors in the creation of profits and sustainability for the business. Rental quality is in turn based on various facilities and amenities provided by the rental companies and a sound management of the residential complex, so that tenants are satisfied enough to renew their contracts and to recommend the rentals to others. Therefore, it is the hope of this study to provide the research findings as a reference to rental companies as they plan, design, and manage their rentals in the future.