The Effects of Brand Image , Service Quality and Customer Satisfaction on Purchase Intention – A Case Study of Yung-Ching Real Estate
| Autor: | Ｗen- Chi Wu, 吳文琪 |
|---|---|
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 In recent years, the real estate market in Taiwan is prosperous. No matter it is a new house launched by house builder or even a pre-owned house has become a hot object. What’s more, many real estate companies have set up a huge amount of regular chain stores and franchise stores rapidly in these years since the realtor plays an important role between buyers and sellers. Thus, in addition to brand image management, service quality and customer satisfaction have become more important to a real estate company in order to stand out and become the first choice of consumers in such competitive realty industry. The purpose of this study is to explore the factors which affect consumer’s purchase intension for real estate and aim to find out whether brand image, service quality and customer satisfaction have impacts on customer purchase intension. In this study, data of consumers and potential customers of Yung-Ching Real Estate are collected, with a total of 200 questionnaires distributed. 182 questionnaires are received, the response rate is 91%. 21 questionnaires are invalid such that 161 questionnaires are valid, and the effective response rate is 80.5%. The resulting conclusions of this study are listed as follows: (1) Brand image has a positive significant impact on customer purchase intension. (2) Service quality has a positive significant impact on customer purchase intension. (3) Service quality has a positive significant impact on customer satisfaction. (4) Customer satisfaction has a positive significant impact on customer purchase intension. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|