Analysis Of The Factors Affecting The Real Estate Brand Loyalty

In Chinese real estate market, the customer degree of satisfaction evaluation concept has been more and more valued to the real estate enterprises, and real estate brand loyalty evaluation concept has not yet attracted enough attention. The introduction of real estate brand loyalty evaluation concept in real estate development and marketing, can help the real estate enterprise to find out the main factors on the influence of brand loyalty, so as to have a definite object in view of improving the development of products, to better meet the demands of the customers, to attract more consumers to buy their own real estate products. Promoting to establish science real estate development, management philosophy and strategy of real estate enterprises, can achieve sustainable development in the fierce market competition.The basis about customer satisfaction index evaluation system of this paper has put forward the research at home and abroad, combined with the actual situation in China at the present stage, used the real estate brand value and customer satisfaction as the pre structure variables, and the real estate brand loyalty as the intermediate variable, and the attitude loyalty and behavior loyalty as output variables, in order to build real estate brand building loyalty index model, and put forward the index for the assumptions of the model to verify hypothesis conditions of acceptance. According to the principle of establishing a real estate brand loyalty index evaluation system, it designed of three level indexes and observation variables, and established the evaluation system of influencing factors of real estate brand loyalty integrity, and then designed the questionnaire, distributed and recovered data, and carried on the empirical analysis.Through the recovery of the questionnaire data was fed into computer, used the statistic analysis software SPSS for reliability analysis of the questionnaire data, in order to determine the reliability of data, and the observed variables were optimized through factor analysis. By using the analysis method of structure equation model, and using AMOS software, calculated the index model fitting degree, in order to determine whether the model is accepted, and the impact of the real estate brand loyalty was established to verify the rationality of the factors of evaluation index system and the putting forward hypothesis was correct, then analyzed the path coefficients between the structure variables, and determined the correlation between the impact of the real estate brand loyalty factors. Techniques used in empirical analysis was the application of statistical analysis technology mature several in the real estate brand loyalty in the evaluation.The main conclusion of this paper is that real estate brand value and customer satisfaction are the two major factors which affected the real estate brand loyalty, and they are positive effects. The degree of satisfaction with the real estate brand loyalty on consumer attitude loyalty and behavior loyalty is positively correlated. The performance of real estate products was more and more valued to property buyers, the real estate product price than quality and price than service has already become the decisive factor to judge the real estate brand value. Property buyers paid more attention to the real estate product planning and design level and the community as a whole architectural style, building space, community function layout, green landscape, public facilities and indoor design has become the determining factor of customer satisfaction evaluation of real estate. In real estate, real estate brand value mainly by the developers of the popularity, the price of the product, the brand image and the integrity of the enterprise to reflect. Sales service, planning and design, engineering quality and property management are the important factors influencing customer satisfaction.