Extended service quality model: Causes of agency problems and ethical sales behavior

• Chun-Chang Lee

  National Pingtung Institute of Commerce

The service quality model (Parasuraman, Zeithaml, & Berry, 1985) was used in this study to investigate real estate agents’ relationships with buyers and sellers. A conceptual framework or measuring real estate agent service quality was developed, with the causes of agency problems and ethical sales behavior considered in relation to service quality, customer satisfaction, customer loyalty, and customer complaint behavior. The results indicate that: causes of agency problems can positively affect ethical sales behavior and real estate agent service quality; real estate agents’ improved ethical sales behavior can reduce customer complaint behavior and have a positive effect on customer loyalty; real estate agent service quality has a positive effect on customer satisfaction; and customer satisfaction has both a negative effect on customer complaint behavior and a positive effect on customer loyalty.

1. Chun-Chang Lee, National Pingtung Institute of Commerce
   Department of Real Estate Management

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