Research On Customer Satisfaction And Promotion Strategy Of J Company Residence Based On Structural Equation Model

With the development of the real estate market more and more rational,the major real estate developers are also looking for the most suitable for their own development path.However,in the residential market with a high total price and a long purchase cycle,most of the customers have increased the risk of house purchase,and the gap between expectation and reality leads to the explosive growth of rights protection.Real estate enterprises how to solve the phenomenon of rights protection is a difficult problem,improve their core competitiveness,to achieve customer satisfaction,to achieve smooth delivery,has become a group of excellent real estate enterprises to pursue the goal.This paper adopts the questionnaire on the basis of the 5 likert scale,in combination with the practical situation of the real estate industry,data tables containing 5 options,description of 20 observation variables,six potential variables,preliminary investigation and issuing questionnaires to 56 54 effective questionnaires were taken back,and get the sample data,using the statistical software SPSS 17 were analyzed,and the reliability value of 0.871,it is concluded that the total value is 0.848,the reliability and validity of the component reliability and validity of qualified,sample analysis,exploratory factor analysis.A total of 345 copies of the formal questionnaire were issued,333 copies were returned,and 328 copies were valid.The descriptive analysis results showed that there were a large number of young people living in the house,most of whom had received higher education,middle income and living pressure.The customer satisfaction model was constructed by combining the six potential variables of sales service,quality perception,property management,planning and design,value perception and customer satisfaction,and the initial model was constructed by AMOS24 software.Through the analysis,evaluation and correction of initial model,the original hypothesis tested,the conclusion is: the sales service and value perception of relationship is not significant,the relationship between sales service and customer satisfaction are related,quality awareness and value perceived relationship is positively related to relationship quality and customer satisfaction is positively related to property management and value perception is positively related to relationship,the relationship between property management and customer satisfaction is positively related to planning and design and value perception is not significant,the relationship between planning and design and the relationship is positively related to customer satisfaction and value perception and the relationship between customer satisfaction is a positive correlation.The influencing factors ofcustomer satisfaction are property management,value perception,sales service,quality perception,planning and design.The customer satisfaction index is in the relatively satisfied stage,but the score is low,which needs to be improved.Based on the research results,the improvement measures of property management,value perception,sales service,quality perception and planning and design are formulated.