Influence Of Relationship Quality And Relationship Behavior On The Relationship Performance Of Real Estate

With the rising respect for clients, most real estate enterprises take their CRM(customer relation management) seriously. CRM theory has been widely studied andapplied in multiple market fields, but few in real estate. In this thesis, based on thistheory, an empirical research on the CRM theory of real estate market is made inperspective of relationship marketing. Based on the research data of real estate industryand former research achievements, this thesis studies the influence of relationshipquality and relationship behavior on the relationship performance of real estate andproposes: taking trust variable as a mirror of relationship quality; taking compliance,contract control, positive public praise and opportunism as a mirror of relationshipbehavior; taking relationship performance as a mirror of the performance of real estateenterprises’ CRM. A theoretical model of relationship quality, relationship behaviorsand the relationship performance of real estate is established by analyzing therelationships among the variables. Several hypotheses are put forward: the trust ofrelationship quality has positive effect on compliance behavior and positive publicpraise of relationship behavior, but negative effect on contract control behavior andopportunistic behavior; compliance behavior and positive public praise has positiveeffect on the relationship performance of real estate enterprises eventually, whilecontract control behavior and opportunistic behavior have negative effect on therelationship performance.By means of empirical research, conclusions are made as follow: a). the researchdemonstrates relationship quality affect relationship performance through relationshipbehavior as a medium by hypothesizing theoretical model and competition model. b). through empirical research, this thesis demonstrates that the more clients trust real estate,the more compliance behavior and positive public praise behavior they will have, whichis conductive to the rising of real estate enterprises’ relationship performance. c). in thehypothesis, instead of the inhibiting effect of clients’ trust on their contract behavior andopportunistic behavior, empirical data support the ways clients’ formal control behaviorand opportunistic behavior affecting the relationship performance of real estateenterprises negatively. Through return visit and discussions, most of the clients believethey are at disadvantage and it cost much on real estate products. They prefer to takeformal control behavior to protect their rights and interests and they’d be inclined totake opportunistic behavior if the spending can be reduced, which shows no differencein clients’ trust.