Determining the Service Quality of Estate Agency Service Providers in Klang Valley Using SERVQUAL

Koh, Cheng Yee (2023) Determining the Service Quality of Estate Agency Service Providers in Klang Valley Using SERVQUAL. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Service quality has always been a talk in the real estate industry field, especially within the property management industry. However, while much attention has been placed in property management, it was noted research regarding the service quality of estate agency service providers is few. With the age of technology where clients can easily access data from the internet. Estate agency firms need to become more aware of the service quality that they provide to their customers to ensure that they remain competitive in the market. However, little research was done towards the customers’ perception of the estate agents. The estate agents will be unable to gauge whether the services that they provide are satisfactory in the eyes of their clients or not. Therefore, in this study, a research is conducted to gauge the main determinants of service quality, the expectations and perceptions of the service quality of estate agents and their negotiators in Klang Valley. Accordingly, 250 sets of SERVQUAL questionnaires were sent to clients who have engaged the services of estate agents or negotiators in Klang Valley, 203 sets were answered and analysed using frequency analysis and Paired T-test method. Based on the analysis the findings for objective 1 showed that the clients of estate agency service providers in Klang Valley prioritised the Assurance service quality dimension the most and the Tangibles dimension was the least prioritized service quality dimension. While the findings of objective 2 found that the estate agency service providers were perceived to be providing their services with a balanced emphasis towards all the items in each service quality dimension. However, it was found that the clients had higher expectations of the services of their service provider. It was also found in objective 3 that the estate agency service providers were unable to meet the expectations of their clients and the most prioritised assurance dimension had the highest gap score. The findings will provide estate agency service providers insight into the areas where they can improve.