Research On Real Estate Intermediary Enterprise Customer Satisfaction

With the continuous improvement of the material standard of living,social products and services are becoming increasingly more abundant.Rather than focusing on the price of products or services only,nowadays consumers become more concerned about the quality of the products or services.The seller’s market has transformed to the buyer’s market,for consumers choose their favorite products or services as they want,thus increasingly more enterprises pay more attention to the consumer satisfaction.Only by producing products that customers are satisfied with,can a enterprise survive in the market with fierce competition,through occupying more market share and more profits.Increasingly more enterprises include customer satisfaction into the enterprise strategy,relying on the increase of customer satisfaction to make development.As a special service industry,the real estate agency plays an important role in the real estate market,serving as a bridge between buyers and sellers.According to the statistics of National Bureau of Statistics,more than 60% of the sales of commercial housing and more than 90% of the sales of second-hand housing are completed through the intermediary.We can see that the intermediary business is an important part of the real estate market economy,which plays an important role in promoting the development of the national economy.Along with the development of the national economy,real estate intermediary enterprises is also developing rapidly,enjoying great potential for development and broad market prospects.However,although the demand for real estate intermediary in the society is on the increase,the internal and external environment for the development of real estate is favorable.Real estate intermediary,especially the general intermediary market,has low credit,backward means for competition due to low investment costs,nonstandard management and operation,extremely fierce market competition caused by incomplete market access system and low threshold.Many small and medium-sized real estate intermediaries are under great pressure of competition and survival,which lower the survival rate of real estate intermediary.In the new situation where opportunities and challenges co-exist,it becomes the top priority for intermediary enterprises,especially small and medium-sized intermediaries to find ways to gain consumers with better products or services,thus occupying more market share,and establishing competitive advantages for survival and development.Therefore,it has significant realistic meaning to explore the mechanism influencing customer satisfaction in the real estate enterprise,develop competitive strategies for real estate intermediaries to increase customer satisfaction,occupy more market shares and improve the market competitiveness thereby.This paper first analyzes the concept,the composition,the status quo of real estate intermediaries and the main problems they are faced with,and then studies the customer structure and consumer behaviors of real estate intermediary.Then it discusses about the relevant theories of customer satisfaction and the satisfaction degree of scholars at home and abroad.Secondly,it sums up the related researches of satisfaction made by domestic and foreign scholars,and build a customer satisfaction evaluation index system of real estate intermediaries which includes the corporate image,customer expectation,service quality,value perception,policy regulation,customer satisfaction and customer loyalty of real estate intermediaries,on which basis it also builds a theoretical model of customer satisfaction of real estate intermediaries,and makes hypothesis test of the path of theoretical model.Finally,it makes analysis of the samples of the questionnaire collected,and makes reliability and validity test of the questionnaire by using SPSS20.0,and makes confirmatory factor analysis,structural model analysis of the real estate intermediary customer satisfaction model by using AMOS20.0,and then amended the model.At last,it puts forward suggestions on increasing the customer satisfaction of real estate intermediaries according to the evaluation results of the customer satisfaction model built.