The Residential Market In Xi'an Customer Satisfaction Study,

Since housing market reform has carried on 80's in China, the municipal housing market's demand energy was released comprehensively, the housing supplies market grows unceasingly and the city people housing conditions was also improved, at the same time, there are many problems in the housing market: the macroscopic position, the plot's plan and design, the housing quality, which urgently await to be solved. At the same time, along with the housing market's competition intensely day by day, studies and grasps factors, which affects the residential consumer's satisfaction, becomes the focal point which the enterprise pays attention. Because the government's macroscopic urban planning and the public infrastructural facilities will also affect residential consumer's satisfaction, therefore, the residential consumer's satisfaction is also one of the local government's key attention domains. At present, our country's housing market development has already entered a brand-new stage, some questions, such as macroscopic position ,plot construction and housing quality, have restricted the city people's housing consumption satisfaction enhanced seriously, therefore, take Xi'an as the example, from the region macroscopic condition, the plot construction and management and the housing internal quality, discusses affection housing satisfactory factor at present stage in our country, which have the important theory significance and the practical significance. The main conclusions of this paper are:(1) Consumer satisfaction refers consumer's experience feeling, which is the result was compared between the consumer's felt achievements of the enterprise product and the service and the consumer's expectation.(2) Housing consumption satisfaction not only refers the consumer's housing product satisfaction, simultaneously also includes the region foundation environment and the plot environment, which is connected with the housing product, therefore, from the macroscopic position, the plot and the microscopic personal three space researching consumer satisfaction has complete and the scientific nature.(3) The factors affected the housing consumption satisfaction mainly include interior and external factor. The internal factor mainly was: the consumer individual society attributes the consumer cognition, the consumer expected, consumer sensation achievements;The external factor mainly was: housing product quality, macroscopic position factor, housing consumption value, housing price-income ratio.(4) This paper constructed the housing consumption satisfaction theoretical model and satisfaction evaluation indicator system. In the theoretical model, the consumer expectation is presage latent variable, it affects the consumer's sensation quality evaluation, simultaneously is the weight of sensation quality satisfaction appraisal system; Housing price-income ratio sensation, consumer value and consumer sensation quality joint influences consumer satisfaction degree.(5) The consumer individual society attribute has the obvious influence to housing consumption satisfaction. In the sensation quality satisfaction appraisal, the macroscopic position space and microscopic private's satisfaction is higher than the intermediate perspective plot space, explained that the intermediate-perspective- plot infrastructural-facilities' lag is the primary factor, and also is the key link to enhance the housing consumption satisfaction in the future. According to importance and satisfactory different analysis, consumer expectation and satisfaction existence certain difference, at the base of maintaining "satisfied-important" region, must realize breakthrough "important-unsatisfied" region, meanwhile must pay attention to develop "unimportant-unsatisfied" region, one opportunity factor, enhances consumer's satisfaction comprehensively.(6) The housing-sensation-quality is the biggest influence for the consumer satisfaction, next is the consumer-value, and finally is housing price-income ratio. The satisfaction degree of consumer-value is the highest, next is the satisfaction degree of housing-sensation-quality, the satisfaction degree of housing price-income ratio is the lowest, and explained that the house price is important factor for the consumer satisfaction. The housing-market-consumption-satisfaction belongs to satisfied condition as a whole at present in Xi'an, but the score is not high, still has a very big promotion space.This paper's main innovation spot includes:(1) Constructed the housing-consumption-sensation-quality-satisfaction-appraisal system from the housing space angle, not only has contained the plot space factor and the housing product quality factor which the former researcher pays attention, simultaneously contained the macroscopic position factor, enriched the housing satisfaction-appraisal system's content.(2) Introduced the housing price-income into the housing consumption satisfaction appraisal innovativly, compare it to a satisfaction evaluative feature, promulgated the most essential and the most sensitive factor at present, enriched the housing-consumption-satisfaction content.(3) Innovativly uses the accumulation statistics method in the questionnaire survey, which solved the difficult problem about the indicator weight in housing quality sensation satisfaction evaluating, simultaneously transforms it into consumer expectation, both resarched the reciprocity between the consumer expectation and the housing sensation quality, simultaneously can compare it to weight, to calculates the housing-consumption-satisfaction degree of respective three spatial levels and overall housing sensation quality.(4) Innovativly combined various targets importance (i.e. accumulation percentage) with satisfied degree, and carried on the importance-satisfaction difference and IPA analysis, distributes various targets into four quadrants, and clearly revealed some target ingredient that need to maintain,to improve, the opportunity to enhance, has pointed out the direction for the practice strategy.