| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 國際企業經營管理(IMBA) === 105 === In recent years, the real estate agents have been faced the diversity of competition. It is real estate agent’s opportunity and make the right strategy and do the right action for jumping off the traditional mode of operation toward to the modern trend of agile transformation. After the two-in-one tax policy from Taiwan government, the real estate agents have been faced of regulatory changes that cause great challenges. Therefore, the most important topics are to enhance the competition, build a good brand, to improve service quality and customer satisfaction. Finally, there are three keys to reach the blue ocean market that are service quality, brand image, and customer satisfaction.
The purpose of this study is to investigate the influence of service quality, brand image and customer satisfaction for customers’ purchase intention. Questionnaires are made to consumers who have the ability to buy houses. The total samplings are 200 and 190 are returned. The effective returned sampling ratio is about 95%. The result is analyzed by SPSS statistics software and the results are: 1. It is significantly influenced to the customer’s purchase intension from the brand image of real estate agent. 2. It is significantly influenced to the customer’s purchase intension from service quality of real estate agent. 3. It is significantly influenced to the customer’s purchase intension from customer’s satisfaction of real estate agent. 4. It is significantly influenced to the customer’s satisfaction from service quality of real estate agent.
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