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论文编号：	12805
作者编号：	2320190372
上传时间：	2021/12/9 13:19:43
中文题目：	QX房产经纪公司服务质量优化研究
英文题目：	Research on Service Quality Optimization of QX Real Estate Brokerage Company
指导老师：	卿志琼
中文关键字：	房地产经纪；服务质量；服务质量差距模型；SERVQUAL模型
英文关键字：	Real estate brokerage; service quality; Service Quality Gap Model; SERVQUAL Model
中文摘要：	自1998年实行住房体制改革以来，我国房地产业逐步向市场化迈进。随着我国房地产市场化程度的快速提高，国内房地产经纪行业蓬勃发展，而行业内的竞争也日趋激烈。一个房产经纪公司如何在竞争激烈的房地产经纪行业中生存和发展，很大程度上取决于其服务质量的高低。 本论文围绕“服务质量”这个核心，对与其相关的房地产经纪概念、特征和作用、服务质量概念、内涵、构面及特征，以及服务质量差距模型和SERVQUAL模型等进行了梳理。以QX房产经纪公司为例，基于SERVQUAL模型和服务质量差距模型理论，在了解QX公司服务质量现状的基础上，设计了适合该公司的服务质量评价问卷，并通过问卷调查的方式进行调研。通过对调研数据的深度分析，探讨了5个维度28个测评指标的感知服务质量差距，并对其原因进行深入分析，给出了QX公司在人员管理、顾客沟通及服务质量标准3个方面存在的主要问题，并有针对性地提出人员管理优化、顾客关系管理优化、服务质量标准化3项服务质量提升策略。为保障服务质量提升策略的顺利实施，从组织、制度、人力资源和信息4个方面提出保障措施。 本论文把服务质量相关理论应用到QX公司的实际中，探索提出了具有较强针对性和可操作性的服务质量提升措施和相关保障措施，具有一定的应用创新价值。论文研究对QX公司服务质量的改进具有一定的指导作用，有助于增强该公司的市场竞争力，同时对房地产经纪服务行业和相关企业改进服务质量、提升顾客满意度、获得市场竞争优势具有一定的借鉴意义和参考价值。
英文摘要：	Since the reform of housing system was carried out in 1998, the real estate industry has gradually moved towards marketization in China. With the rapid improvement of real estate marketization, the real estate brokerage industry is booming in China, and the competition in the industry is becoming increasingly fierce. How a real estate brokerage company survives and develops in the fierce competition of real estate brokerage industry depends largely on its service quality. Centering on the core of service quality, this thesis combs the concept, characteristic and role of real estate brokerage, the concept, connotation, dimensions and characteristics of service quality, as well as Service Quality Gap Model and SERVQUAL Model. QX Real Estate Brokerage company is taken as an example. According to the theories of SERVQUAL Model and Service Quality Gap Model, the questionnaire of service quality evaluation suitable for QX company is designed and investigated by the survey on the basis of understanding the status quo of QX company's service quality. Through in-depth analysis of the survey data, this thesis discusses the perceived service quality gap via 28 evaluation indicators from 5 dimensions, and analyzes its causes thoroughly. The main problems existing in personnel management, customer communication and service quality standard of QX company are given, and three service quality improvement strategies of personnel management optimization, customer relationship management optimization and service quality standardization are proposed. In order to ensure the smooth implementation of service quality promotion strategy, this thesis puts forward the guarantee measures from four aspects: organization, system, human resources and information. In this thesis, the relevant theories of service quality are applied to the practice of QX company, and the service quality improvement measures and relevant guarantee measures with strong pertinence and operability are explored and proposed, which has certain value in application and innovation. The thesis has a certain guiding role in improving the service quality of QX company, which is helpful to enhance the company's market competitiveness. Meanwhile, it has a certain reference significance and value for the real estate brokerage service industry and related enterprises to improve service quality, enhance customer satisfaction and obtain market competitive advantage.
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