The Strategic Study Of Customer Satisfaction In Real Estate Agents

With the continuous development of market economy and increasingly fierce global competition, the operation of real estate service business is facing tremendous pressure. As a result, more and more attention has been paid to the strategy of customer satisfaction, particularly in China's real estate agents as their overall development level and concepts of service marketing management lag far behind the requirements of competition in international market and of development strategy for opening up and international market practices. Under such circumstances, scientific theories are needed to guide Chinese estate real agents so as to enhance their core competitiveness.By applying the relevant knowledge and theories in various disciplines regarding management, marketing and statistics, with the construction of customer satisfaction strategic system and the design of customer satisfaction index (CSI) measurement system in real estate agents as the two main clues, this paper is to make a strategic analysis of market environment for Chinese real estate agents, as well as to carry out an in-depth investigation about the theories and methods of customer satisfaction strategies and CSI measurement on the basis of customer satisfaction strategic system in service industries and model of CSI measurement in real estate industries. Firstly, this paper gave a description of basic concepts of real estate service agents and relevant theories of customer satisfaction, among which mainly focused on the development of customer satisfaction theory, the current study status of customer satisfaction measurement methods and models, the basic theory of customer satisfaction strategies as well as their significance on socio-economic progress and enterprise development.Following that, this paper carried out an in-depth analysis on the current status of China's real estate agent market. In recent years, the excellent foreign real estate agents have flooded into the market of Chinese mainland, so the external competitive environment that the local enterprises face has become very fierce. Based on these facts, this paper made a SWOT analysis on China's real estate service market in order to fully understand the gap between ourselves and competitors, as well as to find out new opportunities for us to gain a competitive initiative.With the above summaries of theories and SWOT analysis results of China's real estate agent market, this paper designed the basic framework to implement the customer satisfaction strategies for real estate agents. In this paper, the strategic management system of customer satisfaction in real estate agents were proposed to be developed into five subsystems, including positioning system, customer operating system, monitoring system, service recovery system and security system. In addition, the operation of each subsystem was described and analyzed. The paper also carried out the detailed descriptions of specific business strategies.Finally, the paper designed a CSI measurement system for China's real estate agents, mainly including the selection of index measurement model and construction of indicator system and as well as specific calculating methods for the model. Based on different applications, two measurements were introduced in this paper. The CRECSI model is applicable to measure the CSI in large-scale real estate agents with specialized personnel being engaged in statistical work, while the other one based on KANO model is applicable to qualitative CSI measurement for small and medium-sized real estate agents due to its simple operation and calculation.In conclusion, it will be of great theoretically guiding significance for China's real estate agents to establish a strategic management system of customer satisfaction in improving their overall service level and competitiveness.