RESEARCH PROJECT (BMBR5103) ANALYSIS OF CUSTOMER SATISFACTION OF REAL ESTATE BROKERAGE SERVICE OF PRIORITY SOURCE COMPANY LIMITED STUDENTÕS FULL NAME STUDENT ID INTAKE ADVISORÕS NAME & TITLE : NGUYEN MINH DONG : CGS00064972 : MBAOUMK20A : DR BUI PHI HUNG August 2017 AdvisorÕs assessment AdvisorÕs signature Content Format: ¥! Write out the table of content for the research proposal; ¥! Using Times New Roman (13 Font), 1.5 line spacing, 3.5cm from top margin, 3cm from bottom, 3.5cm from left and 2cm from right and printed by PDF on A4 paper; ¥! Research Project must be printed in colour document with hard cover, and then bind into a book ¥! Plagiarism will receive a ỊFailĨ mark Table of contents Chapter Introduction 1.1 Executive Summary 1.2 Objectives of the research 1.3 Subject and scope of the research 1.4 Research Methodology 1.5 Significance of the study 1.6 Structure of the research Chapter 2: Literature Review 2.1 Concepts of brokerage and real estate brokerage 2.2 Definition of Quality 2.3 Service and service quality 2.3.1 Definition of service 2.3.2 Characteristics of Service 2.3.3 Service Quality 2.3.4 Measurement of service quality 11 2.4 Customer Satisfaction 15 2.4.1 Definition of customer satisfaction 15 2.4.2 Customer Satisfaction Index 17 2.4.3 Relationship between service quality and satisfaction 17 2.5 Research Model of factors affecting to the quality of real estate brokerage services to the satisfaction of customer purchasing real estate 19 2.6 Summary of Chapter 20 Chapter 3: Research Model 21 3.1 Introduction of PRIORITY SOURCE 21 3.2 Demand for real estate 21 3.3 Characteristics of real estate and real estate brokerage 21 3.4 Design of the research 22 Calibrate measurement scale 23 3.5.1 Measurement scale of service quality of real estate brokerage 23 3.5.2 Customer Satisfaction Measurement Scale 24 3.6 Formal Research 24 3.7 Summary of Chapter 24 Chapter 4: Research and Discussion 26 4.1 Research results and tests 26 4.1.1 Sample information 26 4.1.2 Preliminary evaluation of the scale 26 4.1.3 Cronbach's Alpha Reliability Coefficient 27 4.1.3.1 Scale of service quality 27 4.1.3.2 Measurement Scale for customer satisfaction 28 4.1.4 Exploratory Factor Analysis (EFA) 29 4.1.4.1 Measurement Scale for service quality 29 4.1.4.2 Customer Satisfaction Scale 30 4.1.5 Test hypothesis testing 31 4.1.5.1 Test the Pearson correlation coefficient between variables 31 4.1.5.2 Analysis of Variance (ANOVA) testing in linear regression analysis 32 4.1.6 Linear regression analysis 32 4.1.7 Differential analysis for customer satisfaction by demographic variables 33 4.1.7.1 Differential analysis by sex 33 4.1.7.2 Differential analysis by age 33 4.1.7.3 Differential analysis by purpose of purchase 33 4.1.7.4 Differential analysis by Income 33 4.2 Interpretation of observable variables by comparing with reality 34 4.3 Summary of Chapter 36 Chapter 5: Conclusions and Recommendations 37 5.1 Main results 37 5.2 Recommendations 37 5.2.1 Employee Competence component 37 5.2.2 Reliability component 38 5.2.3 Support Services Composition 38 5.2.4 Product component 39 5.2.5 Image component 39 5.3 Limitations and Recommendations 40 Reference 41 Appendices 43 Appendix 1: Questionnaire 43 Appendix 2: Statistics detailing the survey results 45 Appendix 3: CronbachÕ Alpha testing results 47 Appendix 4: Exploratory Factor Analysis (EFA) 50 Chapter Introduction 1.1 Executive Summary In light of fast-paced socio-economic development of Vietnam over recent years, the demand for residential and commercial real estate across the country and especially in Ho Chi Minh City has been increasing rapidly Real estate is now one of the most actively exchanged commodities, both in terms of transaction value and volume In such context, there is a need for bringing in a third party as commonly known as broker who bridges between the buyers and sellers, landlords and tenants, and other related parties such as legal advisors, financial advisors and government authorities However, in comparison with other markets in the region which are more matured, real estate brokerage in Vietnam is relatively young and brokerage activities are somewhat lack of professionalism and transparency that pose several risks on the success of the transactions Therefore, in order to meet the demand of the market, to ensure the best interests among the trading parties and increase the liquidity of the market, real estate brokers are emerged to close of gap of professionalism of the market Real estate brokerage services at Priority Source Company have just been developing almost years However, the companyÕs founder has over 10 years experience with international real estate brokerage firms such as Colliers International Vietnam and Cushman & Wakefield Vietnam, as well as some local real estate developers From that situation, the paper wishes to find out what factor takes part in the quality of real estate brokerage service of Priority Source Company that affect to the satisfaction of customers For that reason, the research aims to analyzing impact of service quality on satisfaction of the customers using real estate brokerage service of Priority Source Company Limited 1.2 Objectives of the research General objective: To examine and analyze the impact of service quality components of real estate brokerage on satisfaction of the customers From there, the paper hopes to propose solutions to improve service quality of real estate brokerage and customer satisfaction for Priority Source Co Ltd Detail objectives: ¥! Objective 1: To describe briefly real estate industry in general and real estate brokerage services specifically in Priority Source Co Ltd ¥! Objective 2: To analyze which component of service quality of real estate brokerage that affects most to the customer satisfaction of Priority Source Co Ltd ¥! Objective 3: Propose solutions to improve the service quality and customer satisfaction who used and will use real estate brokerage services of Priority Source Co Ltd 1.3 Subject and scope of the research Subject of the research is the quality of real estate brokerage services and key components of customer satisfaction The research extends its scope to literature reviews and reference to other researches on service quality and customer satisfaction Customers referred in this research are those who can be either existing or potential customers of the service offerings of Priority Source Company While the research scope provides unified results as it only focuses on one specific company, it also contains in itself the limitation that the scope may not be broad enough to formulate a representation for service quality of brokerage service of real estate market in Vietnam 1.4 Research Methodology Regarding research methodology, the research was carried out in two phases: - Preliminary research using qualitative interview to adjust and add new components to the measurement scale of real estate brokerage service quality and to develop measurement scale for these components - Afterward, the research used quantitative methods to test scales and research models by Cronbach's Alpha analysis, exploratory factor analysis (EFA) and linear regression analysis 1.5 Significance of the study The research topic has significance in assessing customer satisfaction practices for real estate brokerage of the Priority Source Company, specifically as follows: ¥! the research contributes to finding key factors measuring service quality that the client wishes to receive from the Company ¥! the research helps the Company managers to know how the service quality of real estate brokerage of the company is rated by customers, serving as the basis to enhance and improve the service quality and competitiveness to deal with other competitors in the industry ¥! Finally, it provides scale to measure quality of real estate brokerage services for later researches to refer, adjust and contribute when studing real-life situation of other real estate companies in Vietnam 1.6 Structure of the research This paper is divided into chapters: Chapter 1: Introduction to Research: Introducing the research and its practical meanings Chapter 2: Literature Review: Presenting theoretical foundations, previous researches and models Chapter 3: Research Model: Describing research process Chapter 4: Research and Discussion: Presenting results of the research and discuss the results withi reference to real life situation of the Company Chapter 5: Conclusions and Recommendations: Briefly presenting the conclusion from the research, giving recommendations, pointing out limitations of the research and propose solutions for future study Chapter 2: Literature Review 2.1 Concepts of brokerage and real estate brokerage Brokers are understood as mediating for the two parties to contact, communicate and making a transaction with each other In essence, commercial brokerage is a type of commercial service Article 150 of the Commercial Law 2005 defines commercial brokerage as Òa commercial activity whereby a trader acts as an intermediary (referred to as broker) between parties selling and purchasing goods or providing commercial services (referred to as principals) in the course of negotiations and entering into contracts for sale and purchase of goods or provision of services and shall be entitled to a remuneration under a brokerage contract." Real estate brokerage is to provide assistance to clients with rights related to real estate Brokers or real estate consultants providing buyers, sellers, lessees and lessors with necessary information about the transaction The content of real estate brokerage services includes many activities such as: searching and providing necessary information about the parties to the principal, conducting introduction and presentation of the target real estate products or services, arranging for the parties to contact each other, help with drafting contract when required The ultimate purpose of the brokerage services is to create favorable conditions for the parties to conclude with a contract 2.2 Definition of Quality Armand Feigenbaum defined Òquality is a customer determination, not an engineer's determination, not a marketing determination or a general management determination It is based upon the customer's actual experience with the product or service, measured against his or her requirements-stated or unstated, conscious or merely sensed, technically operational or entirely subjective-and always representing a moving target in a competitive market.Ó And according to American Society for Quality (ASQ), quality should Òdemonstrates the superiority of goods and services, particularly to the extent that one can satisfy all needs and satisfy customers.Ó In short, quality is measured by the perception of customers upon using the services, and meeting the needs and or achieving customer satisfaction means that the customer is recognized for quality of the service 2.3 Service and service quality 2.3.1 Definition of service According to Philip Kotler, a service is any act or performance one party can offer to another that is essentially intangible and does not result in the ownership of anything Its production may or may not be tied to a physical product The American Marketing Association (AMA) defined service as any activity that may be separated but must be intangible to satisfy the needs and desires of the customer, whereby the service does not necessarily use tangible product but in all cases, there shall not occur any ownership of any object Both are basically identical with each other A thorough examination on the definition of service, especially that of Philip Kotler, may help us clearly see the nature of service, the responsibilities and interests of the parties in the relationship of service exchange 2.3.2 Characteristics of Service Service has some characteristics or properties that distinguish it from other tangible goods (Ghobadian, Speller & Jones, 1993; Groth & Dye, 1994; Zeithaml et al., 1990) Service has the following features: - Intangibility: This is the basic characteristic of service Though this property shows that service does not typically exist in any physical form, service products are still materialistic The intangibility nature of service causes many difficulties for management of service production, more difficult for service marketing, and more difficult to identify services - Variability: service products are often non-standardized Because the quality of services depends on who provides them, when and where, and to whom, services are highly variable For example, when it comes to service supply, different staff may not create the same service at different working hours On the other hand, consumer is the person who determines quality of the service based on their perceptions: at different periods of time, their perceptions are different; and among different customers, perceptions of service quality are different Service products are valuable when satisfying the individual needs of the customer Therefore, in service supply, which is often personalized, it is more likely that the service will be removed from the norms or standards Service is intangible at the output, it is therefore likely to be measurable and normative - Inseparability: service products are associated with supply activities Service products may be systemically heterogeneous, all derived from the structure of the underlying service evolving into Production process is associated with service consumption Consumers also participate in service supply activities Thus, the production of services must be cautious Only when there are customers and demands, the production process will be carried out - Perishability: service cannot be stocked, stored and transported from one area to another Consequently, service consumption is limited by time - Non-refundability: If the customer is not satisfied, they can be refunded but cannot refund the service used - Uncertain Demand: The level of uncertainty of demand for services is often a lot more varied than for tangible products - Human relationships: The human role in the service is very high and is often evaluated by the client when evaluating the service - Individuality: The customer evaluates the service based very much on his/her own personal feelings - Psychology: quality service is evaluated according to the psychological state of the customer 2.3.3 Service Quality There are many different definitions of service quality depending on the research subject and environment and the study of service quality is the basis for the implementation of measures to improve service quality of any business Therefore, definition of quality service is not only important in setting development goals but also orienting the business to promote its strengths in the best way There are many definitions of service quality, according to Lehtnen and Lehtinen (1982), that quality of service must be evaluated in two respects, the process of service delivery and the outcome of the service According to Gronroos (1984), the definition of quality of service includes two elements of service quality: technical quality and functional quality In that service quality relates to what is served and functional quality tells how they are served Quality service is the most influential factor in customer satisfaction (Cronin and Taylor, 1992) If the service provider offers to customers quality products that meet their needs, then the business has initially made the customer happy Advardsson, Thomasson and Ovretveit (1994) argued that Òquality service is a service that meets the expectations of customers and becomes their awareness after they used the serviceÓ According to Lewis and Boom: quality service measure how well the service is delivered to customers corresponding to customer expectations Creating a quality service means the ability to meet with customer expectations consistently These statements demonstrate that quality of service is intangible, the customer perceives it via communication and information exchange related to the expectations of the customer Therefore, customers can only evaluate the quality of the service after purchasing and using the service Thus, service quality is created throughout the service delivery process Each interaction of customer with service is more or less determinant of customer satisfaction, as shown in Figure 2.1 Words of mouth Methods of evaluating service quality: Need/Demand Expected Services 1.! RATER 2.! 4Ps Perceived Services Experienced Perceived Services: ¥! If exceed expectation, (ES < PS): big surprise on quality ¥! Meet with expectation (ES = PS): Satisfied with service quality ¥! Unable to meet with expecttaion (ES>PS): dissatisfied with service quality Figure 2.1: Quality Perceived by customers (Source: adapted fom B•i Nguy•n H•ng et Al., 2004) The quality perceived by customer is affected by their expectation (ES: Expected Service) in comparison with the level of service they perceive (PS: Perceived Service) The source of expectation is the perception of what others are saying (words of mouth), specific needs of each person and the experience someone have had in the past By comparing with the perceived service through criteria for evaluating service quality, customers will be disappointed if the service does not meet expectation, and satisfied when it does, and get very excited when it exceeds expectation Below are criteria for evaluating service quality: a) Functional quality and emotional quality 10 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Real estate products provide customers with clear and sufficient information Real estate product listings are always up-todate Employee Competence Component Employees are always ready and willing to serve customers Employees are very friendly and polite Employees posses with good knowledge of real estate market Employee have good knowledge of related sectors Employees always meet the needs of customers Employees resolve customerÕs complaints properly Employees always advise in the best interests of customers Image Component Brand and reputation of Priority Source is reliable Priority Source is often on top of mind of customers when there is demand for real estate Priority Source strives to serve customers with high sense of responsibility Reliability Component The products are transparent and legitimate The transaction procedure is clear and convenient Priority Source advises offer price correctly Customers information during the transaction is treated with high confidential Priority Source provides service promptly and timely Support Service Component Planning information and transaction legality are verified for customer Bank loan is recommended to customers Site inspections are arranged with customers Prepare proper contract and explain in detail Consult with payments upon purchasing real estate in a transparent and risk free manner Complete the transaction documentation Measurement of Customer Satisfaction Customers are satisfied with diversified real estate products which meet the demands Customers are satisfied with employee competence Customers are satisfied with the reputation of P4 () () () () () P5 () () () () () E1 () () () () () E2 E3 () () () () () () () () () () E4 () () () () () E5 () () () () () E6 () () () () () E7 () () () () () I1 () () () () () I2 () () () () () I3 () () () () () R1 R2 () () () () () () () () () () R3 R4 () () () () () () () () () () R5 () () () () () S1 () () () () () S2 S3 S4 S5 () () () () () () () () () () () () () () () () () () () () S6 () () () () () CS1 () () () () () CS2 () () () () () CS3 () () () () () 46 30 Priority Source In general, customers are satisfied with Priority SourceÕs real estate brokerage service CS4 () () () () () Thank you for your kind support! 47 Appendix 2: Statistics detailing the survey results Sex Age Group Know Priority Source via N Valid 137 137 137 Missing 0 Std Deviation 476 806 1.779 Purpose of Purchase Income 137 900 137 1.170 Sex Valid Male Female Total Frequency Percent 90 47 137 65.7 34.3 100.0 Valid Percent 65.7 34.3 100.0 Cumulative Percent 65.7 100.0 Age group Valid From 18 to below 28 From 28 to below 38 From 38 to below 48 From 48 to below 58 Total Frequency Percent Valid Percent 13.9 40.9 38.7 6.6 100.0 Cumulativ e Percent 13.9 54.7 93.4 100.0 19 56 53 137 13.9 40.9 38.7 6.6 100.0 Frequency Percent 30.7 21.9 10.2 Valid Percent 30.7 21.9 10.2 Cumulativ e Percent 30.7 52.6 62.8 42 30 14 34 5.1 24.8 5.1 24.8 67.9 92.7 10 137 7.3 100.0 7.3 100.0 100.0 Frequency Percent 89 13 33 137 65.0 9.5 24.1 1.5 100.0 Valid Percent 65.0 9.5 24.1 1.5 100.0 Cumulativ e Percent 65.0 74.5 98.5 100.0 Total Get known of Priority Source via Valid Internet Company newsletters Introduced by acquaintances Direct Mail Newspaper Advertising Other Total Purpose of Purchase Valid For living Short-term Investment Long-term Investment Other Total 48 Income Valid Below VND million From VND to below VND 10 million From VND 10 to below VND 15 million From VND 15 to below VND 20 million Over VND 20 million Total Frequency Percent 5.8 21.2 Valid Percent 5.8 21.2 Cumulativ e Percent 5.8 27.0 29 41 29.9 29.9 56.9 33 24.1 24.1 81.0 26 137 19.0 100.0 19.0 100.0 100.0 49 Appendix 3: CronbachÕ Alpha testing results Product Component: Reliability Statistics Cronbach's Alpha N of Items 839 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted P1 P2 P3 P4 P5 6.072 6.676 6.750 6.252 6.530 13.36 13.55 13.54 13.51 13.54 Corrected ItemTotal Correlation 831 570 600 633 600 Cronbach's Alpha if Item Deleted 757 827 818 810 819 Corrected ItemTotal Correlation 748 640 598 261 610 603 574 Cronbach's Alpha if Item Deleted 776 798 804 849 802 803 808 Corrected ItemTotal Correlation 765 658 610 602 596 573 Cronbach's Alpha if Item Deleted 797 821 829 830 831 836 Employee Competence Component (1st testing): Reliability Statistics Cronbach's Alpha N of Items 830 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted E1 E2 E3 E4 E5 E6 E7 17.557 20.291 19.974 23.840 20.116 20.179 20.091 17.96 17.94 17.93 17.52 17.85 17.86 17.93 Employee Competence Component (2nd testing): Reliability Statistics Cronbach's Alpha N of Items 849 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted E1 E2 E3 E5 E6 E7 14.967 17.515 17.252 17.545 17.588 17.458 14.64 14.63 14.62 14.53 14.55 14.62 50 Image Component: Reliability Statistics Cronbach's Alpha N of Items 815 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted I1 I2 I3 7.187 5.647 5.103 6.22 6.23 6.23 Corrected ItemTotal Correlation 616 701 711 Cronbach's Alpha if Item Deleted 804 710 705 Corrected ItemTotal Correlation 580 613 773 592 642 Cronbach's Alpha if Item Deleted 808 798 747 814 790 Corrected ItemTotal Correlation 522 694 547 607 058 614 Cronbach's Alpha if Item Deleted 711 658 704 692 823 691 Reliability Component: Reliability Statistics Cronbach's Alpha N of Items 828 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted R1 R2 R3 R4 R5 10.730 10.516 9.000 12.977 11.211 13.42 13.52 13.54 13.60 13.61 Support Service Component (1st testing): Reliability Statistics Cronbach's Alpha N of Items 754 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted S1 S2 S3 S4 S5 S6 12.090 10.860 11.752 12.393 15.723 12.376 15.38 15.40 15.49 15.36 15.14 15.35 Support Service Component (2st testing): Reliability Statistics Cronbach's Alpha N of Items 754 51 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted S1 S2 S3 S4 S6 10.645 9.472 10.326 11.039 11.062 12.09 12.12 12.20 12.07 12.07 Corrected ItemTotal Correlation 552 730 576 623 623 Cronbach's Alpha if Item Deleted 807 752 801 788 788 52 Appendix 4: Exploratory Factor Analysis (EFA) EFA 1st testing KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig .699 1686.789 276 000 Total Variance Explained Compon Initial Eigenvalues Extraction Sums of ent Squared Loadings Tot % of Cummulat Tot % of Cummulat al Varian ive % al Varian ive % ce ce 4.08 16.998 16.998 4.08 16.998 16.998 0 3.89 15.914 32.912 3.89 15.914 32.912 1 3.10 12.946 45.858 3.10 12.946 45.858 7 2.60 10.851 56.709 2.60 10.851 56.709 4 1.88 7.862 64.571 1.88 7.862 64.571 7 950 3.958 68.529 845 3.519 72.048 758 3.160 75.208 718 2.991 78.198 10 648 2.699 80.897 11 580 2.417 83.315 12 537 2.238 85.553 13 513 2.138 87.691 14 447 1.861 89.552 15 407 1.697 91.249 16 383 1.594 92.843 17 357 1.489 94.332 18 296 1.232 95.564 19 273 1.139 96.704 20 225 938 97.641 21 195 813 98.454 22 148 618 99.072 23 121 502 99.574 24 102 426 100.000 Extract Method: Principal Component Analysis Rotation Sums of Squared Loadings Tot % of Cummulat al Varian ive % ce 3.50 14.610 14.610 3.42 14.258 28.868 3.19 13.296 42.165 2.99 12.458 54.622 2.38 9.948 64.571 Rotated Component Matrixa Component 53 E1 E2 E6 E5 E3 E7 S2 S6 S4 S3 S1 R4 R1 P4 P3 P5 P2 R3 R5 R1 R2 I3 I2 I1 853 772 724 717 717 706 832 765 761 738 708 658 586 909 776 745 737 726 911 813 726 711 874 871 752 EFA 2nd test run KMO and Bartlett's Test Kaiser -Meyer -Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi -Square Sphericity df Sig Total Variance Explained Compon Initial Eigenvalues ent Tot % of Cummulat al Varian ive % ce 4.08 16.998 16.998 3.89 15.914 32.912 3.10 12.946 45.858 2.60 10.851 56.709 1.88 7.862 64.571 715 1484.526 253 000 Extraction Sums of Squared Loadings Tot % of Cummulat al Varian ive % ce 4.08 16.998 16.998 3.89 15.914 32.912 3.10 12.946 45.858 2.60 10.851 56.709 1.88 7.862 64.571 Rotation Sums of Squared Loadings Tot % of Cummulat al Varian ive % ce 3.50 14.610 14.610 3.42 14.258 28.868 3.19 13.296 42.165 2.99 12.458 54.622 2.38 9.948 64.571 54 950 3.958 68.529 845 3.519 72.048 758 3.160 75.208 718 2.991 78.198 10 648 2.699 80.897 11 580 2.417 83.315 12 537 2.238 85.553 13 513 2.138 87.691 14 447 1.861 89.552 15 407 1.697 91.249 16 383 1.594 92.843 17 357 1.489 94.332 18 296 1.232 95.564 19 273 1.139 96.704 20 225 938 97.641 21 195 813 98.454 22 148 618 99.072 23 121 502 99.574 24 102 426 100.000 Extract Method: Principal Component Analysis Rotated Component Matrixa Component E1 852 E2 771 E6 724 E5 718 E3 716 E7 706 P1 910 P4 776 P3 745 P5 737 P2 726 S2 S4 S6 S3 S1 R3 R5 R1 R2 I3 I2 I1 853 775 763 729 702 924 835 715 697 873 872 756 EFA for Customer Satisfaction : 55 KMO and Bartlett's Test Kais er -Meyer -Olkin Meas ure of Sampling Adequacy Bartlett's Test of Approx Chi -Square Sphericity df Sig .738 156.231 000 Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Cummulative Total % of Cummulative Variance % Variance % 2.407 60.175 60.175 2.407 60.175 60.175 0.763 19.083 79.258 0.467 11.674 90.932 0.363 9.068 100.000 Extract Method: Principal Component Analysis Component Matrixa Component CS1 829 CS3 811 CS4 807 CS2 641 Appendix 5: Regression Analysis Correlations Analysis Table Correlations CSG CSG PG IG Pearson Correlation Sig (2talied) N Pearson Correlation Sig (2talied) N Pearson Correlation Sig (2talied) N Pearson Correlation Sig (2talied) CSG 137 490** EG 490** PG 344** IG 372** SG 376** RG 405** 000 000 000 000 000 137 137 066** 137 249** 137 068 137 -.109 446 003 430 205 137 137 054 137 011 137 044 528 899 605 137 137 -.008 137 071 930 048 000 137 344** 137 066 000 446 137 372** 137 249** 137 054 000 003 528 56 N 137 137 137 ** SG Pearson 376 068 011 Correlation Sig (2.000 430 899 talied) N 137 137 137 ** RG Pearson 405 -.109 044 Correlation Sig (2.000 205 609 talied) N 137 137 137 ** Correlation is significant at the 0.01 level (2-tailed) Model Summaryb Model R 137 -.008 137 137 008 930 307 137 071 137 088 408 307 137 137 137 137 R Square Adjusted R Std Error of DurbinSquare the Estimate Watson a 820 672 660 255 1.696 a Predictors: (Constant) Reliabity Product Image Support Service Employee Competence b Dependent Variable: Customer Satisfaction ANOVAa Model Sum of df Mean F Sig Squares Square Regression 17.488 3.498 53.685 000b Residual 8.535 131 065 Total 26.023 136 a Dependent Variable: Customer Satisfaction b Predictors: (Constant) Reliabity Product Image Support Service Employee Competence Coefficients Model Unstandardized Coefficients B Std Error 427 181 236 028 Standardized Coefficients Beta t (Constant) Employee 429 Competence Product 198 035 282 Image 083 019 221 Support 171 028 310 Service Reliability 193 025 398 a Dependent Variable: Customer Satisfaction Sig Collinearity Statistics Tolerance VIF 2.359 8.383 020 000 912 1.096 5.610 4.256 6.141 000 000 000 992 926 985 1.008 1.080 1.015 7.812 000 966 1.035 Histogram Dependent Variable: Customer Satisfaction 57 T-test on Sex Group Statistics Sex N Mean Customer Satisfaction 90 47 3.15 3.34 Male Female Independent Samples Test LeveneÕs Test for Equality of Variances F Sig Customer Equal Satisfactio Varianc n es Assume d Equal Varianc 6.22 01 Std Deviation 391 496 Std Error Mean 041 072 t-test for equality of Means t df Sig Mean (2Differenc tailed e ) Std Error Differenc e 2.46 135 015 -.190 077 95% Confidence Interval of the Difference Lowe Uppe r r -.343 -.038 2.28 76.55 025 -.190 083 -.356 -.025 58 es not assumed Variance testing by age Test of Homogeneity of Variances Customer Satisfaction Levene Statistic df1 216 ANOVA Customer Satisfaction Sum of Squares Between 621 Groups Within 25.402 Groups Total 26.023 df df2 133 Mean Square 207 133 191 Sig .885 F Sig 1.084 358 136 Variance testing by Purpose of Purchase Test of Homogeneity of Variances Customer Satisfaction Levene Statistic df1 df2 273 133 ANOVA Customer Satisfaction Sum of Squares Between 393 Groups Within 25.630 Groups Total 26.023 df Mean Square 131 133 193 F Sig .680 566 136 Variance testing by Income Test of Homogeneity of Variances Customer Satisfaction Levene Statistic df1 1.328 ANOVA Customer Satisfaction Sum of Squares Between 632 Groups Within 25.391 Sig .845 df df2 132 Mean Square 158 132 192 Sig .263 F Sig .821 514 59 Groups Total 26.023 136 60 ... satisfaction of customers For that reason, the research aims to analyzing impact of service quality on satisfaction of the customers using real estate brokerage service of Priority Source Company Limited. .. service quality of real estate brokerage and customer satisfaction for Priority Source Co Ltd Detail objectives: ¥! Objective 1: To describe briefly real estate industry in general and real estate. .. satisfaction of Priority Source Co Ltd ¥! Objective 3: Propose solutions to improve the service quality and customer satisfaction who used and will use real estate brokerage services of Priority Source