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Investigating the concept of potential quality: An exploratory study in the real estate industry

机译：研究潜在质量的概念：房地产行业的一项探索性研究

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摘要

Purpose - The purpose of this research is to examine the concept of "potential quality" - that is, a company's tangible search qualities (such as the physical servicescape and virtual servicescape) - within the context of the real-estate industry in the USA. Design/methodology/approach - This qualitative study collects data by conducting personal in-depth interviews with 34 respondents who had been recent buyers or renters of property. The data are then coded and themed to identify quality dimensions relevant to this industry. Findings - The results indicate that a buyer's perception of the overall service quality of real-estate service consists of two components: the interaction with a realtor (process quality); and the virtual servicescape, especially the firm's website design and content (potential quality). The study concludes that existing scales (such as SERVQUAL and RESERV) fail to capture the tangible component of service quality sufficiently in the real-estate industry. Research limitations/implications - The study uses data from only one industry (real estate) and from only one demographic segment (professionals in higher education). Practical implications - Service providers of intangible, high-contact services must appreciate the importance of the virtual servicescape as a surrogate quality indicator that can help to reduce information asymmetries and consumers' uncertainty with regard to initiating a business relationship. Real estate firms need to pay attention to the training of agents and the design and content of their e-service systems. Originality/value - This study integrates potential quality, process quality, and outcome quality in a comprehensive proposed model. In particular, the study identifies "potential quality" as a combination of the attributes of the virtual service environment and the physical service environment.
机译：目的-这项研究的目的是在美国房地产行业的背景下研究“潜在质量”的概念，即公司的有形搜索质量（例如物理服务环境和虚拟服务环境）。设计/方法/方法-这项定性研究通过与34位最近成为房地产购买者或租赁者的受访者进行深入访谈来收集数据。然后对数据进行编码和主题化，以识别与该行业相关的质量维度。调查结果-结果表明，买方对房地产服务整体服务质量的理解包括两个部分：与房地产经纪人的互动（过程质量）;虚拟服务环境，尤其是公司的网站设计和内容（潜在质量）。研究得出的结论是，现有规模（例如SERVQUAL和RESERV）无法充分捕捉房地产行业服务质量的有形成分。研究局限性/含义-该研究仅使用来自一个行业（房地产）和仅一个人口统计部门（高等教育的专业人员）的数据。实际含义-无形，高联系服务的服务提供商必须意识到虚拟服务环境作为替代质量指标的重要性，该质量指标可以帮助减少信息不对称和消费者在建立业务关系方面的不确定性。房地产公司需要注意对代理商的培训以及他们的电子服务系统的设计和内容。原创性/价值-这项研究将潜在质量，过程质量和结果质量整合到一个综合的建议模型中。特别是，该研究将“潜在质量”标识为虚拟服务环境和物理服务环境的属性的组合。

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