Research On Customer Repurchase Intention In Commercial Housing Market Based On ACSI Model

At present,land scarcity,market saturation and policy orientation have caused many large real estate companies to shift from enclosure expansion to brand building,focusing on brand building to improve their market competitiveness.At the same time,policy orientation,market demand and population flow are also good for the development of real estate companies and for customers repurchase.Under this condition,the huge customer base in the commercial housing market makes satisfaction a key factor in the development of real estate companies.High customer satisfaction can bring high reputation,high reputation can retain existing customers as well as attract potential customers,then form a virtuous circle.High customer satisfaction will also bring about high loyalty,reduce companies' future operating costs and price elasticity of existing customers,increase companies' core competitiveness,and help companies improve their profitability.At the same time,satisfaction can also be transformed into repurchase intentions,increasing profits for companies.Nowadays,the transformation of the real estate industry reflects that real estate companies have realized the importance of customer satisfaction.Then,how to increase customer satisfaction and increase repurchase intention through satisfaction have become a top priority.The research object of this study is the group that already owns a house,to analyze how much customer satisfaction is affected by the four dimensions of commercial housing market factors,to what extent will customer satisfaction leads to repurchase intentions,and the intermediary effect of satisfaction on four dimensions of commercial housing market factors and repurchase intention.Based on ACSI model,this study refines four dimensions of commercial housing market into product customer expectations,service customer expectations,environmental customer expectations,product perceived quality,service perceived quality,environmental perceived quality,product perceived value,service perceived value,environmental perceived value,and brand perceived value.In order to further analyze their impacts on satisfaction and help companies understand the factors that should be prioritized when improving satisfaction.This study sent out questionnaires through online channels,and recovered 285 valid data,then validation and analysis with SPSS22.0 software.The results are as follows:product factors,service factors and brand factors will positively affect satisfaction,and product factors have the least impact on satisfaction,while brand factors have the most impact on it;although compared with the other three factors,environmental factors cannot affect satisfaction,when there are only environmental factors,customer satisfaction can also positively affected by environmental customer expectations,environmental perceived quality and environmental perceived value;customer satisfaction in commercial housing market positively affects customer repurchase intentions;customer satisfaction has an intermediary effect between four dimensions of commercial housing market and repurchase intentions.Finally,this research proposes targeted marketing strategies and recommendations for real estate companies to improve customer satisfaction and repurchase intentions.