Study On The Customer Satisfaction Of Real Estate Products Of Small And Medium-sized Cities In The Northeast Of China

In recent years, with the enhancement of consumer purchasing power andconsumption levels, consumer spending structure has changed significantly. At the sametime, with the accelerated process of urbanization, the demands for consumer real estatehas also increased gradually. However, the supply and demand situation of the currentreal estate market is not in the state of balance. On the whole, the total supply of realestate is much larger than the total consumer demands, but even so, the real demands ofconsumers has not been meet effectively. On the one hand, the real estate has beenconstructed too much in the real estate market, on the other hand,the demands of theconsumer to purchase the applicable real estate has not been meet. The relative surplus ofreal estate has led to the malignant conditions of the supply of real estate market out oftouch with consumer demands,and inhibited the healthy development of China’s realestate market. This situation is mainly due to that many real estate companies whichignore the objective demands of consumers construct the real estate blindly, which hascaused the confusion in the real estate investment structure, a large number of real estateis backlog and vacant, the customer complaints continue to increase.Therefore, the paper put the real estate customer satisfaction as a research entrypoint to analyze the influencing factors of the real estate customer satisfaction and howthese factors impact on customer satisfaction, then proposed the real estate customersatisfaction strategy which the real estate companies could be adopted to promote the realestate companies develop stability.The paper is divided into five parts:The first part is the introduction. This part presents the research background andspecific meaning of the research about the real estate customer satisfaction in the smalland medium-sized cities in the Northeast, then propose the development process and thecurrent situation of customer satisfaction theory, and finally put forward ideas andresearch framework of this study;The second part is the description of the theory of customer satisfaction. This partpresents the theoretical connotation of the customer satisfaction theory, the impact factorsof customer satisfaction, and the meaning of enhancing customer satisfaction;The third part is the study design of the thesis. This part proposes the model of real estate customer satisfaction in the small and medium-sized cities in the Northeast，thebasic assumptions of the model, and defining the variables and the dependent variable;The fourth part is data analysis.This part selects the data sample and questionnairedesign.And then using the SPSS17.0analysis software to conduct a comprehensiveanalysis;The fifth part is the paper’s conclusions and recommendations.This part presents theconclusions of the paper, and proposed a strategy to enhance the real estate customersatisfaction of the small and medium-sized cities and eventually raised the limitations ofpaper.