| As a "sunrise" service industry, modern property management industry has broken the traditional administration idea of welfare housing management, and already established a new socialized, specialized, and modernized ideas of community property management. Its business scope has covered real estate, scenic spots, theme parks, hotels, airlines, government affairs hall, office buildings, commercial buildings, shopping malls, residential community and business community, etc. For the purpose of modern technical innovation and scientific management and with the purpose of getting synchronized growth in social, economical and environmental benefit, modern property management industry, conducting modern management methods, now becomes an important branch of modern service industry. It’s management on hardware and software is also becoming more scientific, institutionalized and normalized. However, competition among property management corporations gets fiercer. Therefor, the study on quality of service’s relationship with customer satisfaction and customer’s behavioral intention shows its particular importance.Being a large modern enterprise group and having a qualification for real estate development, SY Industrial Group takes real estate development as the principal thing. The corporation ranks the top ten among the real estate development corporations in Sichuan province and has been awarded sales of top three for the past three consecutive years. Since its establishment of more than a decade, SY Industrial Group, guided by the corporate philosophy of being excellent and perfect, commits to delivering innovation. Within only four years, it has created remarkable sales performance of investing in real estate item covering nearly million square meters, and thus establishes its local leading status among corporations.Chengdu SY Property LLC (Limited Liability Company) is a holding subsidiary of SY Industrial Group Co., Ltd. Chengdu. Having the honor of being the first grade among the enterprises who have the qualification of a reality management and the member of CPMI, it becomes the most competitive reality service enterprise. The company is occupied in management of high class residence community, villa residence, elevator residence, parks, theme parks and large shopping centers, etc. Guided by the corporate philosophy of creating value, offering whole-hearted and sincere service and conducting standard management, SY Property LLC, with its normalized and humanistic serving process, provides efficient, high-qualified and perfect property service for its customers. The projects that SY Industrial Group has taken over include Fuhe Music Garden, SY Music Garden, Vienna Forest Community, River Main Community, Fuhe Garden, HTLJ Community and HL Island Community, etc. Its management areas has been more than fifteen million square meters. At the same time, SY Property LLC will take charge of NH international park and European commercial city constructed by SY Industrial Group and project of Dream Island theme park(management area covering30million square meters).Being next to airport road and the Jiangan river, HL Island Community is located in the central zone of Chengdu air harbor and has became excellent model community. The property owners may often find life interest through the community’s beautiful scenery, perfect equipment, convenient transportation and its surroundings. With the further promotion of international community project in southern part of the city, HL Island Community, being the highly centralized area of people, property, information and money, will show its high quality and specialty. Moreover, owing to its varied house type of large amount, large area forestation, public facilities and entertainment equipment, HL Island Community becomes typical and representative in the whole real estate projects. Therefore, relative research results and suggestions based on HL Island Community is worth to be promoted.By consulting a number of document literatures both at home and abroad, the author collected the forefront and advanced theories related to this research and then summarized a suitable theoretical model. Meanwhile, he worked in property service center to have field survey. Combining the field survey and the theoretical model, he designed a questionnaire about property owners’perceived service quality, satisfaction and behavioral intention which modeled on Parasuraman, Zeithaml and Berryry scale’s SERVQUAL scale on satisfaction.The author has worked for SY Property LLC in two periods from July5,2013to August20. One is the author practiced in the head office of it and project department in FH Music Garden to do the investment, responsible for consulting related articles, arranging feedback, choosing satisfaction model, designing questionnaire and analyzing questionnaire data. The other one is the author practiced in the first level position in HL Island Community in order to study how to optimize daily management. By joining different department’s work, the author, guided by the methods of "Introducing question-Analyzing question-solving question", found problems existing in the four departments and put forward solutions, and thus optimized the daily management. Some related statistic and analysis softwares are employed to analyze the questionnaire data. Statistic tools such as Factor analysis, Clustering analysis, Average Frequency, Standard Deviation, Modest, Cross Tabulation, Correlation analysis and T-test analysis are used to describe property owner’s personal information, analyze factors on customer’s perceived service quality and satisfaction and summarize needs and definition on satisfaction of different owners. Moreover, they are also used to classify, analyze and arrange owners of varied types and finish the cross-over analysis between gender, age, degree of education, income, profession and native place and perceived service quality, satisfaction and behavioral intention.During the practice, the author applied her knowledge into practice and found problems existed in each functional department’s daily management such as plans, organization, coordination, command, conduction, staffs quality and the degree of system improvement, etc. With the goal of optimizing property’s daily management and promoting service quality in property services center, this research found, analyzed and solved problems in daily management. Furthermore, based on owners’features of HL Island Community and the statistical results in customer’s perception, satisfaction and behavioral intention, the research also put forward conclusions and suggestions on HL Island Community’s property services center’s development and promotion and perfection of service quality, products and scope. |
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