Realty Service Quality Customer Satisfaction Assessment Empirical Research

Since Cardozo first brought customer satisfaction into service marketingmanagement field in the last century, scholars has launched a lot of research on theformation, measure and management of customer satisfaction. On the macroscopiclevel, some countries have established the customer satisfaction index model; on themedium level, enterprises pay more and more attention to the quality of service；onthe micro level, some customer satisfaction and service quality evaluation models, aswell as methods have been put forward, and widely used in the field. The theory andpractice of customer satisfaction gradually mature and develop in adapt to economicdevelopment and various demand.The research on the customer satisfaction at home and abroad systematicallyanalyzed the influence factors of customer satisfaction and its mechanism in theory,and practice and empirical research results mainly reflects in applications of somecountries range of customer satisfaction index model and applications in manyindustry by industry customers satisfaction assessment. However, the customersatisfaction for realty service enterprise is still lack of the systematically theoreticalresearch and empirical analysis.This paper adopts rules analysis and empirical research method of combiningresearch, first, extensive access to the literature of the service quality evaluation andcustomer satisfaction at home and abroad, draws successful lessons from the domesticand foreign relevant traditional services building customer satisfaction index systemand the model, Through the analysis of property services specific properties,combines with the opinion and the suggestion of property management industry seniorprofessionals and property services employees, builds customer satisfactionassessment index system; second, preliminary designs questionnaire and interviewoutline, selects the typical residential district in Guangzhou to carry on the practicequestionnaire survey, combining with the investigation results and interview record,further adjustments and perfects index system and questionnaire; Then, in the consent of the property service enterprise′s understanding and support, carries on formalquestionnaire survey with independent third party identity to the763customers in sixbuildings, then inspects survey data reliability by using the SPSS19.0mathematicalstatistical analysis software, and uses the method of principal component analysis toreveal the index variables within the system of regularity, and conducts system theoryresearch on the influence factors of the property service quality customer satisfactionbased on these; At the same time, the author mines the main problems of the existingor competitive advantage realty service enterprise in the survey in terms of qualitymanagement, identifies the key drivers of customer satisfaction, and analyzes thereasons and puts forward corresponding measures to solve, aims to help propertyservice enterprise to improve the management level of service from both theoreticaland practical aspects.