Empirical Study On Customer Satisfaction Of Commodity Housing Based On Structural Equation Model

With the development of China's economy,the real estate market has gradually appeared a "cooling down" model.At present,there have been many land aborted auctions across the country.The government has also continuously strengthened the control of the real estate market.Major real estate companies have begun to show price cuts.The real estate market has changed from the initial mode "share cake" to the survival competition.To win in the current fierce competition,the major real estate enterprises' focus have shifted from marketing to paying attention to customer service.Therefore,improving customer satisfaction has become the focus of real estate business's operations.This thesis takes real estate customer satisfaction as the research object,uses questionnaires to collect customer satisfaction data on various aspects of real estate,combines customer satisfaction index model with structural equation model,conducts in-depth analysis and research,and finds influencing factors and the degree of the influence about customer satisfaction.from which to explore the real needs of customers for residential products,for the real estate enterprises to improve customer satisfaction.Firstly,the related connotation and theory of customer satisfaction are expounded.The research status of real estate customer satisfaction theory at home and abroad is reviewed through literature research methods.On this basis,the main factors affecting the satisfaction of real estate residential customers are sorted out.Secondly,the customer satisfaction index model is selected as the theoretical model to carry out the research hypothesis.Design the questionnaire according to the influencing factors,the survey object is selected to conduct the survey,the relevant data is collected,and the reliability and validity of the questionnaire are analyzed.Then,through the establishment of structural equations for empirical analysis,explore the relationship between related variables such as factors affecting customer satisfaction,verify the previous hypothesis,and explain the core of customer attention at each stage of the project cycle.Finally,according to the results of model analysis,it is proposed to conclude some suggestions for real estate enterprises to improve customer satisfaction.The conclusions of this thesis indicate that in the five variables that affect customer satisfaction,such as corporate image,quality perception,location factor,value perception and service perception.Firstly,all five variables have a direct positive impact on satisfaction.Secondly,the four variables of corporate image,quality perception,location factor and service perception also have an indirect impact on satisfaction by influencing value perception.Finally,the increase in satisfaction directly promotes the improvement of customers' loyalty.