房地产中介企业顾客满意度研究

发布时间：2018-04-15 02:33

本文选题：房地产中介企业 + 顾客满意度　；参考：《山东建筑大学》2017年硕士论文

【摘要】：伴随物质生活水平的不断提高,社会产品和服务的不断丰富,人们的消费意识不只停留在过去产品或者服务的价格上,现在消费者更加关注企业产品或者服务的质量,消费者可以自由选择自己喜欢的产品或者服务,卖方市场已经向买方市场转变,买卖双方角色的转变使得越来越多的企业更加关注消费者满意度,只有生产顾客满意的产品,企业才能在激烈的市场竞争中得到生存,占领更多的市场份额,获得更多的利润,因此目前越来越多的企业把顾客满意提高到企业战略高度,把提高顾客满意作为企业的重要发展战略。房地产中介企业作为一个特殊的服务业,在房地产市场中扮演着重要角色,是买卖双方交易的桥梁。根据国家统计局数据统计显示,我国有超过六成的商品房买卖和超过九成的二手房买卖都是通过中介完成,可以看出中介企业是房地产市场经济的重要部分,对推动国民经济的发展具有重要作用。伴随国民经济的发展,房地产中介企业也得到快速发展,房地产中介拥有巨大的发展潜力和广阔的市场前景。但是虽然社会对房地产中介的需求在逐步放大,但是房地产中介市场发展的内外环境并非十分理想,不确定因素多,风险大。房地产中介尤其是普通中介市场,由于投资成本低,管理不太规范,市场准入制度不完善,进入门槛较低,操作不规范,信誉较低,竞争手段和方式落后,市场竞争十分激烈,许多中小房地产中介商面临着竞争和生存的压力,导致房地产中介商的生存率很低,面对新的形势,中介企业尤其是大量的中小中介企业在机会和挑战共存的这一市场中如何能够赢得消费者,生产出能够使消费者满意的产品或者服务,从而占领更多是市场份额,建立自身的竞争优势求得生存和发展,将是各个房地产中介商所要考虑的首要问题,因此,探寻房产中介企业顾客满意度的影响机制,为房产中介企业有针对性制定竞争战略来提高顾客满意度,占据更多的市场份额,进而提高中介企业的市场竞争力,具有重要的现实意义。本文首先对房地产中介的概念、房地产中介的构成、作用、房地产中介企业的发展现状以及面临的主要问题进行了分析,对房地产中介的顾客结构以及顾客的消费行为进行了研究,并对顾客满意度相关理论以及国内外学者对满意度的研究进行了论述。其次,对国内外学者对满意度的相关研究进行了综述,构建了中介企业形象、顾客期望、中介服务质量、价值感知、政策调节、顾客满意度以及顾客忠诚度的房地产中介企业顾客满意度评价指标体系,在此基础上构建了房地产中介企业顾客满意度理论模型,并对理论模型路径进行了假设检验。最后,对收集的调查问卷的样本进行了分析,运用SPSS20.0对问卷进行了信效度检验,运用AMOS20.0对本文构建的房地产中介企业顾客满意度模型进行了一阶验证性因子分析、结构模型分析,并对模型进行了修正,最后根据构建的顾客满意度模型评价结果有针对性提出提高房地产中介企业顾客满意度的建议。
[Abstract]:With the continuous improvement of living standards, social products and services continue to enrich people's consumption consciousness, not just stay in the past the prices of goods and services, the quality of consumers now pay more attention to the products or services, consumers can freely choose their favorite products or service, the seller's market has been transformed into a buyer's market, business transformation the role of more and more enterprises pay more attention to customer satisfaction, only the production of customer satisfaction of products, enterprises can survive in the fierce competition in the market, to occupy more market share, get more profit, so now more and more enterprises to improve customer satisfaction to a strategic height, to improve customer satisfaction as an important the development strategy of the enterprise. The real estate intermediary enterprises as a special service industry, in the real estate market to play on To the role of a bridge transaction. According to the National Bureau of statistics show that China has more than 60% commercial housing sales and more than 90% of second-hand housing transactions are done through an intermediary, we can see that the intermediary enterprise is an important part of the real estate market economy, plays an important role in promoting the development of the national economy. With the development of the national economy, the real estate intermediary enterprise is developing rapidly and the real estate intermediary has huge development potential and broad market prospects. But although the social demand for real estate intermediary in the gradually enlarged, but the real estate market development environment is not very ideal, many uncertain factors, the risk of real estate. Especially ordinary intermediary intermediary market, due to low investment cost, management is not standardized, the market access system is not perfect, the entry threshold is low, the operation is not standardized, low credibility, competitive Competition means and way backward, the market is very competitive, many small and medium-sized real estate intermediary business is facing the pressure of competition and survival, leading to the survival rate of real estate intermediary business is very low, in the face of the new situation, the intermediary enterprises especially how to win the consumer market of small and medium-sized enterprises large deposit in the intermediary of opportunities and challenges in production can make consumers satisfied with the product or service, in order to occupy more market share, establish their own competitive advantage for survival and development, will be the primary problem, the real estate intermediary companies to consider so, explore the influence mechanism of real estate intermediary enterprise customer satisfaction, for the real estate intermediary enterprises to develop targeted competitive strategy to improve customer satisfaction, to occupy more market share, improve the market competitiveness of enterprises and intermediary, has important practical significance. Firstly, on the real estate The concept of real estate intermediary, a real estate intermediary function, the current situation of the development of the real estate intermediary enterprises and main problems are analyzed, the real estate intermediary customer structure and customer consumption behavior were studied, and the research on customer satisfaction satisfaction theory at home and abroad are discussed. Secondly, scholars of domestic and foreign research on satisfaction were reviewed, constructs the intermediary enterprise image, customer expectations, intermediary service quality, perceived value, policy adjustment, customer satisfaction and customer satisfaction and customer loyalty of the real estate intermediary enterprise evaluation index system, based on the theoretical model of the real estate intermediary enterprise customer satisfaction. And the theoretical model of path for hypothesis testing. Finally, the questionnaire to collect the samples were analyzed using the questionnaire SPSS20.0 The reliability and validity test, were analyzed using AMOS20.0 first-order confirmatory factor model of customer satisfaction of the real estate intermediary enterprises, structure model, and the model is modified according to the evaluation model of customer satisfaction results to improve the real estate intermediary enterprise customer satisfaction.

【学位授予单位】：山东建筑大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.55;F274

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