随着中泰经贸合作不断深化，越来越多中国客户开始关注泰国房地产市场。在跨文化房地 产营销过程中，语言服务不仅影响客户沟通效率，也直接关系到客户信任与购房决策。本文以 泰国亚南达发展有限公司（Ananda Development Public Company Limited），基于 SERVPERF 服务质量模型，有形性、专业性、保证性、响应性与移情性五个维度分析商务汉语服务质量对 中国购房客户信任及购房意愿的影响。 本研究采用问卷调查与访谈相结合的方法，共收集有效问卷 192 份，并运用 SPSS 进行描 述性统计、回归分析及中介效应分析。研究结果表明，商务汉语服务质量对客户信任与购房意 愿具有显著正向影响。其中，专业性与保证性对客户信任影响最为明显，而客户信任在商务汉 语服务质量与购房意愿之间发挥部分中介作用。此外，中国购房客户不仅关注语言表达能力， 更重视销售人员对房地产专业知识、法律流程及跨文化沟通能力的掌握。本文认为，泰国房地 产企业应进一步完善商务汉语服务体系，培养“语言+行业”复合型人才，并加强数字化跨文 化营销建设，以提升中国客户满意度与国际市场竞争力。
With the continuous development of economic cooperation between China and Thailand, an increasing number of Chinese customers have become interested in the Thai real estate market. In crosscultural real estate marketing, language services not only affect communication efficiency but also influence customer trust and purchase intention. This study takes Ananda Development Public Company Limited in Thailand as a case study and applies the SERVPERF service quality model to examine the impact of Business Chinese service quality on Chinese customers’ trust and purchase intention from five dimensions: tangibility, professionalism, assurance, responsiveness, and empathy. This study adopts a mixed research method combining questionnaires and interviews. A total of 192 valid questionnaires were collected, and SPSS was used for descriptive statistics, regression analysis, and mediation effect analysis. The results indicate that Business Chinese service quality has a significant positive impact on customer trust and purchase intention. Among the five dimensions, professionalism and assurance have the strongest influence on customer trust, while customer trust plays a partial mediating role between Business Chinese service quality and purchase intention. In addition, Chinese customers pay attention not only to language proficiency but also to the salesperson’s professional knowledge of real estate, legal procedures, and cross-cultural communication ability. This study suggests that Thai real estate companies should further improve their Business Chinese service systems, cultivate interdisciplinary talents combining language and industry knowledge, and strengthen digital cross-cultural marketing strategies to enhance customer satisfaction and international competitiveness.
