房地产行业顾客满意度影响因素的实证研究

本文在对顾客满意度文献梳理和人员深度访谈的基础上,构建出房地产顾客满意驱动因素模型,并以全国13个主要城市商品房用户为实证样本,对模型中的假设关系进行了验证。研究发现,产品质量、价格、服务质量和企业形象是房地产行业顾客满意的重要驱动因素。据此,本文分别从房地产的产品质量、服务质量、价格和企业形象等方面提出房地产顾客满意度提升的策略建议。

Empirical Study on the Driving Factors of Real Estate Industry Customer Satisfaction

Base on the existing literature review,personal interview and the survey by the self-designed Customer Satisfaction Survey Questionnaire for the house users,this study explored the determinants of the real estate customer satisfaction with the house users in thirteen main cities in China.The results indicated that product quality,prices,service quality and corporate image which influence significantly on the real estate customer satisfaction,are the determinants of the real estate customer satisfaction.The guidance significance of empirical study conclusions to customer satisfaction management and marketing strategies is discussed.