根據統計資料顯示，今年下半年開始，全台住宅完工量體，將創下近7年來新高水準，推估將達10萬戶！隨著房市景氣回升，許多業者為了達到更高的營業額和市場佔有率，競相推出各種創新的服務項目，以提高其服務品質滿足顧客的需求。本文之目的在於瞭解消費者對購屋服務滿意度，同時當服務滿足顧客時，顧客的行為意向。

　　本研究藉由消費者問卷調查，來分析當前購屋服務市場影響「顧客行為意向」的主要因素。同時分析在此市場中，人口統計變數對「顧客行為意向」各因素構面的影響程度。藉由問卷調查，並建構一個包含「服務品質」、「知覺犧牲」、「服務價值」與「滿意度」對「顧客行為意向」影響之關係模式，本論文最後所獲致重要結論如下：

1.受訪者對購屋服務的評價普遍不錯，也相當重視服務品質和價值。
2.服務品質對受訪者是否繼續使用購屋服務的行為意向具有影響。
3.年齡層在31~40歲與受訪者在60歲以上對建商的滿意度有顯著差異。每個月平均可支配所得10000元以下與每個月平均可支配所得50000元以上，對建商的知覺犧牲構面認同度有顯著差異。
　　
　　最後，藉由本論文研究結果給消費者及未來相關主題之研究方向有價值的參考資訊，提出一些建議。

　　According to the statics data, the number of existing houses will have reached the highest peak in the second half of this year. Meanwhile, the total number of households is up to one hundred thousand. With the real estate rebound, many contractors provide all kinds of service items to get their business promoting.The study try to realize how many customers can be satisfied, and while the service quality satisfy them, will they be loyal to the contractors?

　　The study uses questionaries to explore the factors that affect customers’ behavioral intentions in home purchase.We also analysis the influence of demographics on customers’ behavioral intentions.In order to realize the considered factors after customers purchase their house, the study applies regression analysis to test the relationships and effects of service quality, perceive sacrifice, service value, customer satisfaction, and behavioral intentions in Tainan.

　　There are three major findings in this study:

1. Customers are usually made good appraisals on the home purchase service. They also emphasize on service quality and value.

2. There are significantly positive correlation between service quality and customers’ behavioral intentions.

3. There is significantly variance of customer satisfaction between 31~40 year-old-customers and above 60 year-old-ones. There are significantly variance of perceive sacrifice between under NT.10000 disposal income（DPI）and above NT. 50000 DPI.

　　According to the result, we recommend some suggestions to both customers and the academics.

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