SSA房地产开发项目顾客满意度评价研究

发布时间：2018-01-15 05:33

本文关键词：SSA房地产开发项目顾客满意度评价研究　出处：《西南石油大学》2014年硕士论文　论文类型：学位论文

【摘要】：我国房地产在经过10来年的飞速发展后,市场逐渐趋于饱和,而土地资源也更加稀缺。加上国家对房地产业的宏观调控进一步的不断加剧,房地产企业的经营环境变得更加艰难和多变,市场竞争也会更加激烈。因此房地产公司如何全面了解客户个性化需求、做好资源优化配置工作,提高自身的核心竞争力,留住客户变得尤为重要。房地产作为昂贵的商品,除了拥有一般商品的所有属性,还是人民生活中及其重要的生活必需品。随着人民生活质量的提高跟财富的不断积累,人们对住宅的要求除了满足人们基本的生活需要外,还成为人们投资理财、致富的方式；人们对住宅的要求也从满足生活需要发展到体现自己生活品质、财富、社会地位的象征,因此,对住宅环境、周边配置等的要求更高。如何满足顾客需求,使顾客满意,最终留住顾客,拥有市场成为中国房地产企业需要研究的课题。本文在对大量期刊文献查阅后,通过对指数模型、满意度模型等科学方法综合分析,结合我国房地产及SSA房地产开发项目的特点,分析SSA房地产开发项目顾客满意度影响因素,在美国顾客满意度模型基础上,设计出适合SSA房地产开发项目顾客满意度模型,并建立相应的SSA房地产开发项目顾客满意度的指标体系,主要包括服务管理、质量感知、价值感知、企业形象及楼盘环境5个二级指标,及16个三级指标。本文采用问卷调查的方式,在对SSA房地产项目顾客进行调查后,分析得出影响因素的判断矩阵,采用层次分析法进一步得出了SSA房地产开发项目顾客满意度各因素的权重,并进行了一致性检验。并运用SPSS17.0统计软件对数据进行问卷的信度和效度分析,证明问卷的合理性及有效性；采用模糊综合评价的方法对SSA房地产开发项目顾客满意度进行综合评价。本文通过对SSA房地产开发项目顾客满意度研究,分析得出SSA房地产开发项目顾客满意度的影响因素,得出了SSA房地产开发项目业主对该小区各指标的满意度及总的顾客满意度是比较满意的,但在某些指标：如对业主的抱怨处理、安全感上的得分较低,说明这两点对该小区满意度的提高有很大的提升空间。在分析、研究了SSA房地产开发项目顾客满意度指标后,针对如何提升SSA房地产开发项目顾客满意度给出了具体建议。希望能为我国房地产企业的顾客满意度提升和发展提供一定的借鉴意义,为我国房地产行业能健康、持续的发展作点贡献。
[Abstract]:China's real estate after 10 years of rapid development, the market has become saturated, and the land resources are more scarce. Together with the national macro-control on the real estate industry further intensified, real estate enterprises operating environment has become more difficult and changeable, the market competition will become more intense. So how to fully understand the Real Estate Company customer demand, to optimize the allocation of resources, improve their core competitiveness, customer retention has become particularly important. Real estate as expensive goods, in addition to all the property has the general commodity, also is the life of the people and the necessities of life. With the continuous improvement of people's quality of life with the accumulation of wealth, people demand for residential in addition to meet the basic needs, but also become the people of Finance and investment, the way to get rich; people's residential requirements from the meet Life needs to reflect their quality of life, a symbol of wealth, social status, therefore, the residential environment, the surrounding configuration requirements are higher. How to meet customer demand, customer satisfaction, and ultimately retain customers, has become the market Chinese real estate enterprises need to study.
On the basis of a large number of journals, based on the comprehensive analysis of satisfaction index model, model and other scientific methods, combined with the characteristics of China's real estate and real estate development project of SSA, analysis of factors affecting customer satisfaction, SSA real estate development projects in the United States, the customer satisfaction model based on SSA is designed for real estate development project customer satisfaction model, index system and established the corresponding SSA real estate project of customer satisfaction, including service management, perceived quality, perceived value, corporate image and market environment of 5 two level indicators, and 16 three level indexes. This paper adopts the method of questionnaire survey of SSA real estate project customer after analysis the influence factors of the judgment matrix, using AHP further that the weight of each factor in SSA real estate development project of customer satisfaction, and consistency The reliability and validity of the questionnaire were analyzed by SPSS17.0 statistical software. The rationality and validity of the questionnaire were proved. The fuzzy comprehensive evaluation method was applied to comprehensively evaluate the customer satisfaction of SSA real estate development project.
Based on the research of customer satisfaction in SSA real estate development project, analysis of factors influencing the SSA real estate project of customer satisfaction, the SSA real estate project owner satisfaction of each index of the cell and the total customer satisfaction is quite satisfactory, but in some indicators: such as the complaints of the owners, a sense of security the score is low, that there is much room for improvement to improve these two of the residential satisfaction. In the analysis, the research on customer satisfaction index of SSA real estate development project, aiming at how to enhance the real estate development project of SSA customer satisfaction are given specific recommendations. Hope to provide a reference for real estate enterprises in China the customer satisfaction and development, can the health of China's real estate industry, as a contribution to sustainable development.

【学位授予单位】：西南石油大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23;F274

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