Research On Service Quality Improvement Strategy Of X Real Estate Brokerage Company In Taizhou

With two decades of explosive growth,the scale of China’s real estate industry has peaked,profits have declined,and sales of primary houses have fallen into a cold period.In general,domestic second-hand house market transactions have also declined substantially,which has deeply affected the real estate brokerage industry.The latest data from the National Bureau showed that more than70 large and medium-sized cities in China saw month-on-month price increases as policies gradually took effect and housing demand was further released.In addition,the sales prices of commercial housing saw an overall increase in all cities month-on-month.Moreover,the sales prices of commercial housing in first-tier cities also jumped year-on-year,and the year-on-year decline in second-and third-tier cities also slowed down.On the other hand,people’s investment rationality has increased,presenting diversified demands for real estate,such as rigid demand,school district,pension,improvement,investment,high quality and other different types.In order to obtain and maintain advantages in the current severe market competition environment,real estate brokerage companies must pay attention to the improvement of service quality based on the perspective of customer demand,so as to meet the dynamic changes of market supply and demand and the diversification of customer demand.Providing high-quality precise services is an important development trend of real estate brokerage companies in the future.As a real estate brokerage company based on the local market of Taizhou for more than 20 years,X real estate Brokerage Company evaluates and improves its service from the perspective of customer perception,so as to improve the service quality of X real Estate Brokerage Company,which is an urgent problem to be solved at present.First,based on PEST model,this paper analyzes the macro-environment of real estate brokerage enterprises,and explains the importance,necessity and urgency of improving service quality.Based on the service quality theory,the SERVQUAL scale was used for reference,and the particularity of the service content of real estate enterprises was combined with the questionnaire design.The online invitation and the offline in-store were combined to conduct a targeted survey on the customers who had transaction behavior in X real estate brokerage company,and EXCEL and SPSS were selected to analyze the recovered questionnaires.The results show that: First,for the service quality provided by X real estate Brokerage company,the service reliability has the greatest impact on the overall customer satisfaction,followed by responsiveness,security,empathy and tangibility.Second,from the perspective of customer perception,the highest customer satisfaction with X real estate brokerage is security,followed by empathy,responsiveness,reliability,and the most dissatisfied customer is tangibility.Based on the research results,this paper puts forward the following aspects: Firstly,promote the information technology and enhance corporate image.Secondly,improve the enterprise management mechanism and establish a transparent regulatory process.Thirdly,pay attention to customer relationship management and customer personalized needs.Fourthly,improve the staff training mechanism to optimize the staff.Fifthly,use performance management to motivate employees.In these five aspects,the service quality of X real estate Brokerage Company will be comprehensively improved,and the soft power of enterprise development and competition will be enhanced.