A Research On Customer Loyalty Of Real Estate Enterprises

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. On current,the competition in the real estate industry of China is undergoing major changes. After the continued prosperity for nearly a decade, the real estate industry will entry modest adjustment in the second half of 2008. But, Downward pressure on prices is still huge in 2009, Industry consolidation is inevitable, a large number of real estate enterprises will face a critical situation being eliminated. So, how to build up and promote customer loyalty, and ensure the sustainable development of real estate is becoming a critical issue, under the current situation.Combining the characteristic of real estate and collating the relational document regarding customer loyalty, the paper tries to build up a customer loyalty model of real estate industry according to the perspective of transaction level integrating relationship marketing. Through collecting the investigation data of ordinary commercial house and carrying out the relevant statistical analysis, the hypothesis of this paper is verified, and some clues to the establishment and improvement of customer loyalty in real estate industry is made. This study consists of four chapters.In Chapter 1, the author makes a brief description of the topics reasons, background, purpose, significance, content, methods, innovation and elaborates the progress of research and the inspiration for this paper.In Chapter 2, the author analyzes the status of customer loyalty and the necessity for the establishment of customer loyalty, and analyzes the special characteristics of real estate industry in Zhengzhou.In Chapter 3, combining the characteristic of real estate, the author identifies the factors which influence the customer loyalty of real estate enterprise and build up a customer loyalty model of real estate industry according to the perspective of transaction level integrating relationship marketing. Then, the author proposes some research assumptions and designs the questionnaire based on the definition on customer loyalty of real estate industry.In Chapter 4, the dissertation does reliability analysis, validity analysis, correlate and linear regression for the questionnaires, and verifies the research hypothesis and obtains the related conclusions.In Chapter 5, through the research conclusions the author proposes some proposals to the establishment and improvement of customer loyalty in real estate enterprise is made.In Chapter 6, the author states the limitations of the thesis.The main conclusions of the essay are as follows: Factors that influence customer loyalty include satisfaction and trust, but the impact of switching cost on customer loyalty is not significantly; The most important factor Influenceing satisfaction is project quality, the remaining factors are structure of family style, property services, specification design and supporting facilities, region environment, house prise and the relationship value, while sales service, property costs and enterprise image don't have significantly positive impact on customer loyalty; The most important factor Influenceing trust is customer satisfaction, and the remaining factors are enterprise image, property services and relationship value, while sales service don't have significantly positive impact on customer loyalty.