The Research On Commercial Housing Customer Satisfaction

Since the real estate market is getting more and more rational, especially with the impact of the Internet, the major real estate companies have searched the most suitable path for the development. Nowadays many modes for real estate have occurred,such as crowd-funding house, media marketing, intelligence community,just on the purpose to improve customer experience. But as for the house market has the characters like expensive, long purchasing period, so most customers are still focused on the traditional patterns to buy house. To improve customer satisfaction and maintain customer loyalty have become the goal of some real estate developers. Using customer satisfaction strategy can help real estate developers to establish a philosophy and scientific business strategy in order to form their core competitiveness.The theory and practice of residential customer satisfaction is in a shortage in China. The paper reviews customer satisfaction and introduces the evaluation of SCSB, ACSI, CCSI modes. It analyses real estate residential characters,then establishes a model of corporate image,quality perception,value perception,service and location factors, satisfaction and loyalty these seven latent variables. It conducts a questionnaire survey among residential customers. Firstly, it analyses the reliability and validity of the questionnaire. Then it analyses the influence of customer characteristics on satisfaction cognition. The satisfaction model is built by structural equation, uses SPSS18.0 and AMOS17.0 to analyze the data. Then it draws the conclusion and puts forward related suggestions.The research shows that:the effects of perceived service is the most significant way for customer satisfaction and loyalty. Corporate image has significantly positive effect on perceived value, and perceived quality and perceived value has indirect effect on satisfaction, location factors have significant positive effect on satisfaction, value perceition has significant positive effect on customer satisfaction. Customer satisfaction directly promote customer loyalty. The research on real estate customer satisfaction has practical significance to maintain customer loyalty.