本研究主要探討品牌形象、服務品質與顧客滿意度對於顧客購買意願之影響。主要目的是研究服務品質、品牌形象與顧客滿意度對顧客購買意願是否存在顯著影響效果。建立堅持服務品質的價值觀，並建立以服務品質的定義、執行的態度及工作標準為共同遵守的規範，讓服務品質工作得以全面展開，這是最重要的課題。然而，顧客滿意是提供產品及服務品質政策，也是全面服務品質意識的指導方針及房仲業共同努力的方向，房仲業每一個人都應該有以顧客為優先，以客為尊的觀念，並透過服務品質管理不斷地追求改善與提昇服務品質。本研究針對飛雁團隊服務過所在地各區域消費者，依帶看介紹客戶及已購買客戶二類；採用任意抽樣方式，正式問卷於2020年8月份開始正式問卷發放，至2020年10月份結束問卷回收，正式問卷共發放550份，回收480份，有效問卷為424份，有效問卷回收率為88.33%。
本研究分析後發現，服務品質之確實性、有形性、保證性對顧客滿意度具有正向顯著影響，顧客滿意度之人員服務、整體表現對顧客購買意願具有正向顯著影響，品牌形象之象徵性對顧客購買意願具有正向顯著影響，這也顯示顧客在購買房屋的過程中所得到的整體價值，會受到飛雁團隊房仲品牌形象的高低所影響，因為品牌形象是由消費者的主觀意識所形成的， 也就代表著飛雁團隊房仲業者的品牌形象越好。

This research mainly explores the influence of brand image, service quality and customer satisfaction on customer purchase intention. The main purpose is to study whether service quality, brand image and customer satisfaction have a significant effect on customer purchase intention. The scope of this research is the regional consumers served by Feiyan team. Consumers are divided into two categories by status: on-site introductions, and customers who have purchased houses. Using Convenience sampling method, the formal questionnaires were distributed in August 2020 and collected in October 2020 . A total of 550 formal questionnaires were distributed, 480 were collected, and 424 valid questionnaires. The valid return rate was 88.33%.
After analysis, it is found that the reliability, tangibility, and assurance of service quality have a positive and significant impact on customer satisfaction. The staff service and staff overall performance of customer satisfaction have a positive and significant impact on customers purchase intentions. The symbolism of the brand image has a positive and significant impact on customers purchase intentions. This shows that the overall value that customers get in the process of buying a house will be affected by the brand image of the Feiyan team, because the brand image is formed by the subjective consciousness of consumers, which also represents the brand image of the Feiyan team is good.

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網路文獻
1、美國行銷協會， http://www.marketingpower.com/。
2、內政部不動產交易服務網，http://ehouse.land.moi.gov.tw/default2.aspx。
3、內政部統計處，http://www.moi.gov.tw/stat/index.aspx。
4、住宅資訊統計網，http://housing.cpami.gov.tw/house/default.aspx