Study On Influencing Factor Of The Potential Value Of Residential Housing Customer

Since the reform of the Real-estate in 1990's, the industy of Real-estate is booming, especially the residential housing. Meanwhile, the enterprises of Real-estate are confronted with many problems, such as the customer complaints, the unloyalty, bad propagandize and so on. In other hand, the government promulgates many laws to have a macroscopical monitor on the Real-estate, and the customers are more and more rational. If they wants keep a durative competitive advantages, the companys should be "take the customer as centre", and carry out the Customer Value Management.Being relied on questionnaire, this paper carried out the empirical study on the influencing factors of customer potential value. And, based on the sum-up and analysis of the available reseach and the potentical value of customer, it proposes research thought and relevant hypothesis of this paper, carries out preliminary extraction and sizing of the influencing factors of potential value by according to reference acknowledge scale. Through using SPSS13.0, this paper made statistical analysis, including reliability test, validity test, descriptive statistics, partial correlation analysis, and single-factor analysis of variance. The papers indentifies the factors of customer potential value of residential housing, and make an in-depth study on the relationship among influencing factors, background information and potential value to confirm a series of hypothesis. Then, some countermeasures are presented for organizations with this research.According to the survey and analyzing results,this study verify the assumptions, the main conclusions are summarized as follows: through factor analysis, customer awareness is divided into four factors: customer care, product and staff quality, sales support, entreprise attraction.; through the partial correlation analysis for the influencing factors and indicators of potential value, the author confirms the significant positive correlation exisits between them; through single-factor analysis of variance for Real-estate customers , the author found there are a significant differences in the potential value among customers of different backgrounds.Finally, we hope the research could provide forceful demonstration for Real-estate enterprise.