Researches On The Behavioral Intentions Of Common Residence Owners Based On Property Service Quality

As the development of economy in China, the property service, which is an emerging service industry, presents booming future prospects. The property service plays an active role in improving the qualities of people's life and work environments, as well as advancing the urbanization process. However, the property service in China only comes out in recent years, there are still some unfavorable factors, such as incomplete legal system, low quality services, comparatively low quality staff and unperfect management etc.. In other words, the development of the industry is still an "extensive" mechanism. The quality of service, which is provided by the property service company can not satisfied the increasing demands of the owners. This also resulted in the contradiction and injured the relationship between the company and the owners. The property service industry in Chengdu is developing and growing. If we only emphasize expanding the scale structure, ignore improving the service level, it will be detrimental to the sustainable development of the industry. Meanwhile, in modern service marketing theory, it is believed that the improvement on the quality of service can increase customer's degree of satisfaction, which helps to build the loyalty for the company with the customers, such that the company can continues its profitability. Therefore, the company should pay a great attention to improve the quality of service. Based on the practical and theoretical background, this research, from the owners' view of point, carries on theoretical and empirical argumentation in the relationship between the quality of service and the behavioral intention of the owners.This paper adopts questionnaire survey, which is survey on the Chengdu's ordinary residential district's owners. It has solved two questions mainly, one of which is constructing a scale measuring residence property service quality in Chengdu city, exploring attributes of residence property service quality, the other of which is establishing a model of the relationship of the quality of service and the owners'behavioral intentions, proving reasonability of the hypothesis and then finding the key factor which affects owners'behavioral intentions.The main contents of this paper has two aspects, the theoretical and empirical. (1)In the theoretical study, described the premise of service quality and behavioral intention. For one thing, through an analysis of the theory of property services, as the guide of the empirical analysis. Among it, the property rights theory, public choice theory, principal agent theory to define the property services companies and the real owners of the legal relationship. So it has the important enlightenment function for clearing about the existence necessity of property service and the generation of the employment relations of companies and owners. The theories which are named service economy, perceived service quality, customer satisfaction, consumer behavior and relationship marketing have the important guiding significance. It realizes that perceived service quality and customer satisfaction have influence on behavioral intentions. Especially the owners are in the pursuit of their utility maximization. For another, on the basis of using service-profit chain theory etc. for reference, it is brought forward that customer cost, service quality, customer satisfaction are the key factors which have influence on behavioral intentions. Four factors were explained the details of the results of previous studies based on understanding of the causal relationship between them, and thus this conceptual model and research hypotheses are described. (2) In empirical study, through the development of Chengdu property services industry, analysis of its strengths and weaknesses. Through the huge trend in the development of the space, it's important to do the reseach of behavioral intentions of the owners. A preliminary analysis of the sample explains that owners' property service cognition and manner have potential influence on service quality evaluation. Because of the data conforming to the reliability and validity request, causal relations of four factors in study mode which is from the property owners'view of point is verified by using structural equation model, different influencing extent of four factors is explained.Through theoretical and empirical research, the conclusion of this article is, property perceived service quality has the four factors, namely, service capacity and efficiency, service assurance and service image. The service quality on behavioral intentions both directly and indirectly affected, and it has the greatest influence. Customer costs and service quality has a direct impact on customer satisfaction. The customer satisfaction appears to play a mediating variable and also directly influence behavioral intentions. Meanwhile, on the basis of the experience in the property services at home and abroad for reference, this research puts forward some constructive suggestions for property service companies:companies should regulate their own management to improve service quality; to strengthen service innovation and pay attention to owners' requirement; to strengthen management of the expectations, in order to improve their satisfaction; to strengthen service recovery and pay attention to the relationship management.