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Extended Service Quality Model: Causes of Agency Problems and Ethical Sales Behavior

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The service quality model (Parasuraman, Zeithaml, & Berry, 1985) was used in this study to investigate real estate agents' relationships with buyers and sellers. A conceptual framework for measuring real estate agent service quality was developed, with the causes of agency problems and ethical sales behavior considered in relation to service quality, customer satisfaction, customer loyalty, and customer complaint behavior. The results indicate that: causes of agency problems can positively affect ethical sales behavior and real estate agent service quality; real estate agents' improved ethical sales behavior can reduce customer complaint behavior and have a positive effect on customer loyalty; real estate agent service quality has a positive effect on customer satisfaction; and customer satisfaction has both a negative effect on customer complaint behavior and a positive effect on customer loyalty.
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Keywords: AGENCY PROBLEMS; ETHICAL SALES BEHAVIOR; REAL ESTATE AGENTS; SERVICE QUALITY

Document Type: Research Article

Publication date: 2012-09-01

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