The Impact Of Customer Participation On Brand Loyalty In Real Estate Industry:the Intermediary Role Of Customer Experience

With the serious homogenization trends of real estate industry and the arrival ofthe consumer sovereignty era, Brand competition has become an inevitable choice ofreal estate enterprises. Especially in recent years, as the national policies of real estatemarket order rectification is released, the real estate enterprises becomes to stand inthe breach. In this case，it is urgent for real estate enterprises to change traditionalmarketing methods and model to foster brand loyalty. Therefore, the importance ofcustomer experience is also prominent, and it becomes the new weapon to remaincompetitive strength for the real estate companies.This paper will start with the intermediary role of the customer experience toin-depth explore the intrinsic mechanism of the customer participation impact onbrand loyalty.Firstly, having a detailed review of the literature on customerparticipation, customer experience and brand loyalty, then defining the concept andmeasuring the dimensions. The ultimately scale divides the customer participationinto pre-preparation, information sharing, cooperative behavior, interpersonalintereaction four dimensions and divides the customer experience into sensoryexperience, emotional experience two dimensions.At the same time,making therelational model and research hypotheses of customer participation impact on brandloyalty through studying the existing relationship between the theoretical derivation ofvariables. Combing with expert interviews, customer pre-research and small samplepre-test results to amend the scale. Finally, using the formal research data to do thereliability and validity analysis, factor analysis, correlation analysis and multipleregression analysis by the SPSS16.0tool.Basing on the results of the empiricalanalysis to verify the theoretical research models and associated assumptions andreaches the following findings:1.The four dimensions of customer participation also have a significant positiveeffect on the two dimensions of customer experience.Information sharing has thegreatest impact on sensory experience,followed by interpersonal intereaction,pre-preparation, cooperative behavior.Pre-preparation has the greatest impact onemotional experience,followed by information sharing, cooperative behavior andinterpersonal intereaction.2. The four dimensions of customer participation all have a positive impact onthe brand loyalty, the all relevant assumption are established,and cooperative behavior has the greatest influence, information sharing secondly, pre-preparation andinterpersonal intereaction has the minimal impact.3. The two dimensions of customer experience not only has a direct positiveimpact on brand loyalty, but also plays an good intermediary role in the process ofcustomer participation impacts on brand loyalty. Sensory experience and emotionalexperience both play a complete intermediary role in the process of pre-preparationand interpersonal intereaction impact on brand loyalty while play part intermediaryrole in the process of the other two dimensions impact on brand loyalty.This paper explores the deep-rooted effect of customer participation impact onbrand loyalty through the intermediary role of the customer experience, and expandsthe customer participation and customer experience theory in real estate industry.The results provide some new idea for the real estate enterprise to building brand bycustomer participation and customer experience. The management practicesproposals which put forward on this basis for the marketing strategy improvementsand brand building of the real estate enterprise have some reference value.