The Study of the People Why Preference Factors to the Realtors Agency─The Example of Taichung City

• Main Authors: Chien-Kun Wu, 吳建坤
• Other Authors: Shing-Jing Lu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/3xb87r

碩士 === 嶺東科技大學 === 高階主管企管碩士在職專班 === 102 === This study is a confirmatory factor analysis and hope through a literature review and statistical analysis of questionnaire data, understand the peoples why choose realtors agency in preference factors and provide consumers choose realtors agency as a reference index, and thus provide realtors agency to develop their marketing strategies. The conclusions of this study are: 1. Subjects for critical assessment of the results of the four preference factors, "transaction security" is the most important, the following is "quality of service", "word of mouth" and "brand image." 2. In service quality, Realtors agency must improve service quality, enhance the professional skills and service attitude of staff in order to achieve sustainable development. 3. In transaction security, showing that consumers are most important for a variety of negative news expose, so operators should be the priority task is to try to improve the security of transactions in order to obtain the trust of consumers. 4. In brand image, industry must make use of network marketing company's own brand; attract the consumer concern. 5. In word of mouth, consumers are more vulnerable to the impact of business image and reputation friends, this section must be to rely on long-term business to be successful.