Service quality is an important issue in management field. Business researchers look into consumer behavior derive from behavior science to humor more customers. The study using a very brief Big-Five model with revised SERVQUAL and RESERV models to examines the relationship among customer personality traits, service expectation, perceived service quality, and customer satisfaction. The study were conducted with convenience sampling in Tainan, Taiwan by using consumers who have ever sold or brought real estate via real estate brokerage. The data were gathered in one month period in May 2007 including two rounds pretest and formal survey. The results indicated that real estate customer perceived service quality provided from real estate brokerage has a significant effect on customer satisfaction. The respondents tend to prefer on high degree of dependable real estate firms. The customer personality traits have moderate effect with service expectation but have very little effect with customer satisfaction. The implication is to establish real estate brokers’ professionalism, offer high level of service quality, then to create rational profit via professional performance.

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