Research On Quality Management Of Low-density Residential Projects Facing The Improvement Of The Customer Satisfaction

As the continuing increase of the indemnificatory housing supply and the increasing strict of restriction policy,it has been even more difficult for the real estate enterprises to survive under this background.And the competition has become fiercer under the trend of market concentration.For the real estate enterprises who want to survive,customer has become the more important resource even than the land.Hence,it is the basic foundation for the real estate enterprises to attract more customers.In this context,how to improve customer satisfaction and loyalty has become a problem that to be solved.From the perspectives of the real estate development enterprises,based on the demand of customers,taking the low-density residence as intervention point,through the analysis of the influencing factors of customer satisfaction for the low-density residential buildings,the paper adopts the method of the quality management of the whole process of real estate development to enhance customer satisfaction.Firstly,based on quality management theory and customer satisfaction theory,combined with the characteristics of low density residential consumers,this research draw the list of satisfaction influencing factors of low density residence customers.Then,taking the improvement of customer satisfaction as the goal of quality management,the goal is divided into partial goals that can be measured.In the end,the influencing factors are decomposed to various stages of the real estate development.By realizing the partial goals of quality control,the customer satisfaction can be improved correspondingly.The paper takes the implementation of HS low-density enterprise project as a case,according to the summary of the enterprise empirical data and the arrangement of market research data from the list of satisfaction influencing factors of low-density residential customers to select the key factors about customer satisfaction for this project.In addition,by setting Performance Evaluation Indicators in the main department,enhancing the quality goal of customer satisfaction is decomposed to partial quality goals in each department.Moreover,the realization of partial quality goals in each department can ensure the realization of the overall quality goal of customer satisfaction promotion.The realization of the project's final quality goal verifies the feasibility and effectiveness of previous method to promote customer satisfaction.The paper extends the meaning of quality and the scope of quality management and associates customer satisfaction with quality management.From the point of quality management,the influencing factors on customer satisfaction in real estate industry are sorted out.It is based on the real estate development process to establish quality management process so that the quality management goals can be dynamically upgraded.Ultimately,it is with the achievement of quality goals that the goal of customer satisfaction promotion is accomplished.The method and the result of case studies supplied in this research can provide reference value to the real estate projects and enterprises.