Research On Customer Satisfaction Of Luxury Real Estate

With the rapid development of China's market economy and the rapid rise of the wealth class, more and more high-end rich consumers showed more and more high demand to high-quality personalized luxury house. How to stand out and win the satisfaction of mature and rational consumer in the fierce real estate market competition, which become the important strategy of many real estate development enterprise. Therefore, in the new transformational environment in the real estate industry, to explore evaluation and improving measures of customer satisfaction to luxury real estate, to provide decision-making reference to the luxury real estate project operation, to promote the rational allocation of land and real estate industry sustainable development, which have important theoretical significance and practical significance.Based on the customer satisfaction theory and research methods, in combination with the practical situation of real estate industry of China, with the American customer satisfaction index (ACSI) model, this study designed customer satisfaction indicator system and the structural equation model for luxury real estate project, and made empirical study on Guangzhou Favorview Palace. Research results indicate that: the classic customer satisfaction model of ACSI applied to customer satisfaction research of luxury real estate, has a good analysis effect; Customer expectations to luxury house, perceived quality and perceived value played significant role in customer satisfaction, customer expectations has negative influence of satisfaction, perceived quality and perceived value have positive influence on customer satisfaction, and perceived value plays the biggest impact on customer satisfaction; the latent variables in structure model have big differences in the causal relationship and the impact on the customer satisfaction, the overall satisfaction of luxury house customers can bring obvious customer loyalty behavior; the variables of overall value perception to luxury house, the preservation and appreciation value perception, privacy of living, property management services, the quality of the housing main body, intelligent systems, home decoration materials, natural resources environment, community and garden designation have bigger influence on the customer satisfaction. Based on this result, this paper puts forward the customer satisfaction improvement measures and marketing advices for luxury real estate.This study based the research object as customer satisfaction of luxury real estate, built the luxury real estate development and marketing framework by empirical analysis with house owners in Guangzhou Favorview Palace. The results and suggestions have certain reference value for development and marketing of luxury real estate project, and also have value for promoting sustained and healthy development of real estate industry in China.