The Customer Loyalty Research In Real Estate Industry

Up till now, lots of researches have discovered that customer loyalty could bring vast value to organizations. It is also true in real estate enterprises. Although the real estate enterprises have not paid enough emphasis on customer loyalty, customer loyalty will become one of the important factors which influence the sustainable development of real estate enterprise with the changes of macroeconomic environment and customer consumption principles. Therefore, how to establish and improve customer loyalty is becoming a critical issue for some scholars and real estate business enterprises.On the basis of the previous studies, this dissertation tries to build up a customer loyalty of real estate industry according to two typical models regarding customer loyalty in order to make some clues to the establishment and improvement of customer loyalty in real estate industry.This study consists of four chapters: in Chapter 1, the author analyzes the macroeconomic environment of the real estate industry, that is, the influence of macroeconomic policies on real estate industry and consumer's conception of buying houses in the past few years; in Chapter 2, the author analyzes the special characteristics of real estate industry from the aspects of the products and consumers; in Chapter 3, the author makes the definition of customer loyalty of real estate industry based on the conception and classification of the customer loyalty. And then, this study deduces the model of the customer loyalty of the real estate industry through two typical models of the customer loyalty, and argue every factor influencing customer loyalty of real estate industry; in Chapter 4, relying on the model, the research put forward nine strategies on how to build up and promote customer loyalty, and analyzes the involving moral problems.