PROFESSIONALISM OF REAL ESTATE AGENTS, THE : A PUBLIC PERCEPTION

Abstract

Recent reports, surveys and studies have suggested that real estate agents are poorly perceived in terms of their level of professionalism. Yet, there have been no studies to date that scientifically measure this problem. Hence, the purpose of this study is to develop an instrument to quantify the public perception of estate agents and how such a perception can be improved. Upon reviewing the current body of literature, a 6-dimensions model with 23 attributes is developed. This model is then further reduced into a more concise 21-attributes scale after reliability and dimensionality tests are carried out. A questionnaire translated from the model is designed similar to the Service Quality (SERVQUAL) instrument of Parasuraman et al. (1990) and is applied on a sample of the public through survey. The results of the survey indicate that the public's perception of estate agents' professionalism falls below the public's expectation and that priority should be given in improving the "competence" and "professional body" dimensions. Despite the negative perception-expectation gap, it is found that the professionalism of estate agents is perceived by the public to have improved slightly over the past 10 years. Another finding is that the older, richer, better-educated and higher working class population tend to perceive estate agents more positively than the younger, poorer, lower-educated and lower working class population. Finally, recommendations with reference to the above findings are made.