The Effect of the Broker’s Competence on Recontract Intention in Real Estate Brokerage Services

Abstract

This study examines the effect of brokerage competencies on re-contract intention and customer satisfaction with the elements of ability, knowledge, and attitude as well as understanding the mediation of customer satisfaction on competencies and re-contract intention. The study surveyed a questionnaire with customers in Tan Thoi Dai agent which was a total of 200 samples. The study applied SPSS 20.0 and AMOS 24 to complete all steps of analyzing data in SEM and provide accurate results. Based on the results, the competencies of a broker positively impact the satisfaction of service users through the element of ability, attitude, and knowledge. Moreover, these indicators (ability and attitude) play a significant impact on recontract intention in the direct aspect, in contrast, Knowledge has an insignificant role. Lastly, the level of satisfaction is proved to play a mediating role in the relationship between all the elements of the broker’s capacity and recontract intention due to reducing the coefficient. Interestingly, Customer satisfaction has a full mediation in the correlation of knowledge and recontract intention, while it keeps a partial one in the case of ability and attitude. This study has contributed to the area of developing the efficiency of real estate agents, brokers, and managers. It is necessary to reinforce the competitiveness of real estate agents by raising the rate of revisit intention of old customers. Therefore, to enhance the recontract intention, it is not only paying attention to training for brokers with essential capacities but also the increasing level of satisfaction.