Research On Improvement Of Real Estate Company Competence Based On Customer Value

With the development of economic, real estate industry has developed fast and became a pillar industry of national economy. But in order to develop real estate fast most of real estate companies take the strategy of standardization which means build the same house in different places, and this strategy will result in homogeneous competition. At the same time, our government controls the increase of real estate price with some new measures, and real estate companies should pay enough attention to the customer value to increase the competence. According to the study of domestic and foreign scholars, enterprise competence theory has experienced several stages including exogenous theory, resource theory and ability theory. But when market pays lots of attention to customers, customer loyalty plays an important role in the improvement of competence. Now experts have researched on customer value a lot, not only the conception, composition and impact factors of customer value, but also the role of customer value in the improvement of competence. According to documents, most of research on composition of customer value and relationship between customer value and competence improvement is based on service industry. Compared to service industry, real estate industry has the characteristics of long time, high price and so on, so the customer value should influence customer satisfaction and customer loyalty in different ways and extent with comparison to service industry. Thus it is necessary to research the composition of commodity house customer value and the way in which customer value influences the enterprise competence. To provide more customer value is an important approach for real estate company to gain and improve competence.This paper creates the real estate customer value evaluation index which includes 5 dimensions and 27 index by using the theory of customer value, PERVAL evaluation index system and model of SERVQUAL. Then paper gives hypothesis that customer value will influence customer satisfaction and customer loyalty directly based on documents research and accomplish the scale by the evaluation index system of commodity house customer value and effective factors of customer satisfaction and customer loyalty. We collected data by questionnaire and analysed the data by SPSS to test and verify the hypothesis. At last, this paper founded the improvement model of real estate competence based on the result of empirical study, and suggest that improve the competence according to the customer value.This paper includes six parts. The first part is the introduction of research background, purpose and context. The second part reviews the theory of customer value and enterprise competence, and states the relationship between customer loyalty and competence. The third part researches and develops system of house customer value evaluation by using questionnaire. The forth part research the influence between customer value, customer satisfaction and customer loyalty. The fifth part conducts the model of real estate competence improvement based on customer value. The last part includes conclusion and future prospect.