Comprehensive Evaluation Index System Build And Application On Real Estate Agents’Service Quality

With the rapid development of the real estate industry, the real estate agent market is also growing rapidly, a increasing number of people search the real estate information on their own requirement by the real estate agent, as a communication bridge of the real estate buyers and sellers, the real estate agent’s role and position become increasingly prominent and improved as well. However, in order to control the housing price and reduce the speculation on the real estate market, our country has begun to introduce a series of control policies, under these policies influence, a large number of small and medium-sized real estate agent were eliminated and out of this industry due to poor management, The survival and development of the real estate agent is facing important challenges and crises, Therefore, the core work of all the present real estate agent enterprises is how to improve the service quality of the real estate agent to enhance its viability and competitiveness.Firstly, this paper expounds the domestic and international real estate agent theory, service quality theory and consumer consumption characteristics of the real estate agent in detail, cleared the real estate agent concept and content, review the contemporary mainstream of service quality point of view, and summarizes consumer’s spending characteristics of the real estate agent, provides a theoretical basis for the following content.Secondly, make the customer perceived service quality theory as the start point, consolidate Gronroos’s (1988) point of view and SERVQUAL service quality scale raised by Parasuraman、Zeithaml and Berry, combine analysis of consumer’s spending characteristics of the real estate agent, identify the evaluation index system of the real estate agent service quality.Thirdly, according to the evaluation index system of the real estate agent service quality, the author created the corresponding five levels Likert scale, through SPSS18.0software, the author inspect the reliability and validity of this scale, improve and refine this scale according to the test result to guarantee the reliability and authenticity of this scale. In the end, through analytic hierarchy process and expert scoring method, the author determined the weights in second and third level index, and then use fuzzy comprehensive evaluation method in fuzzy mathematics to evaluate the real estate agent service quality, created comprehensive evaluation model of the real estate agent and evaluated two information agent companies service quality according to this model, verify the model’s reliability and validity, at last, raise feasible proposal based on the result of fuzzy comprehensive evaluation and index weights to the real estate agent to improve their service quality.