Applying KANO Model to Exploit Service Quality for the Real Estate Brokering Industry

This research applies Kano model to exploit service quality for the REB industry in Taiwan. The study, firstly, collected data about the importance degree of each REB quality requirements through a questionnaire survey. Meanwhile, the Kano questions and evaluation criteria were designed in the functional and dysfunctional questions of the questionnaire to collect data for further classifications of the two-dimensional quality model of REB industry. Then, a factor analysis was used to group the quality requirements into quality dimensions. Finally, a satisfaction-dissatisfaction matrix analysis was performed to confirm what quality attribute that each quality dimension of REB belongs to in the Kano’s two dimensional model. Results show that quality dimensions of security and dependability are confirmed as the “must-be” attributes of Kano model. Reliability is the “one-dimensional” attribute. Profession and information belong to the “attractive” attributes. Whereas, tangibility, communication, and empathy are identified as the “indifference” attributes of Kano model. Managerial suggestions are also provided.