广州市房地产商住项目顾客满意度影响因素浅析

发布时间：2018-05-08 22:27

本文选题：房地产 + 顾客满意　；参考：《华南理工大学》2013年硕士论文

【摘要】：随着城市化的进程加快，普通消费者对商品房的需求也在逐步提高。但是，消费者的真实需求却并未得到有效满足，导致一方面房地产市场商品房产量过剩，另一方面普通消费者购买适用商品房的需求却得不到满足，因而致使房地产投资结构混乱，造成大量的商品房空置、积压，顾客投诉和顾客抱怨持续上升的状况。因此，本文以商品房顾客满意度作为研究对象，分析广州地区及新世界中国地产（华南）商品房顾客满意度影响因素，以及这些因素对顾客满意度的影响排序，，研究发现，在广州地区影响房地产顾客满意度的因素，大致可以归纳为销售服务、签约办证、楼宇交付、地段/地理位置、交通便利性、房屋质量、物业服务、户型结构、小区环境、小区安全、配套设施、发展商品牌、物有所值、投诉处理等。以上述因素为调查内容，针对广州地区的个案调研，结果显示影响顾客满意度前五个因素分别是房屋质量、服务质量（物业服务与销售服务）、发展商品牌、物有所值；针对新世界中国地产华南的调研显示，影响该集团顾客满意度的前五个影响因素分别是投诉处理、房屋质量、配套设施、物业服务、交通便利性。两个调研，分析的内容基本相同，但是结果却是不完全相同，关于不同的几个因素，其原因是，新世界中国地产华南的品牌知名度、销售服务在业内都是比较优秀的，另外该企业的物业保值、升值能力一直以来是有保障的，所以该企业的客户并没有过多的去关注上述三个因素，反而是投诉处理、配套设施和交通便利性受到了关注，这是因为该企业的客户相对来说收入更高一些，对服务体验的要求、对配套设施的完善程度以及对时间观念的关注度更高，所以两个调查的满意度因素就存在了差异，这样的结论也为我们有针对性的提出建议提供了依据。在上述研究的基础上提出房地产企业及新世界中国地产（华南）可供采纳的提升商品房顾客满意度的途径，提升品牌的竞争力，促进房地产企业及本公司的稳定发展。
[Abstract]:With the acceleration of urbanization, the demand of ordinary consumers for commercial housing is also gradually increasing. However, the real needs of consumers have not been effectively met, resulting in the real estate market on the one hand excess production of commercial housing, on the other hand, the demand of ordinary consumers to buy suitable commercial housing is not met. As a result, the real estate investment structure is chaotic, resulting in a large number of vacant commercial housing, backlog, customer complaints and customer complaints continue to rise. Therefore, this article takes the commercial house customer satisfaction as the research object, analyzes the Guangzhou area and the new world China real estate (South China) commercial housing customer satisfaction influence factor, and these factors influence the customer satisfaction ranking, the research discovery, The factors that affect the satisfaction of real estate customers in Guangzhou can be roughly summed up as sales services, signing and certification, building delivery, location / geographical location, transport convenience, housing quality, property service, household structure, residential environment, Residential security, supporting facilities, developers brand, value for money, complaints and so on. The results show that the first five factors influencing customer satisfaction are housing quality, service quality (property service and sales service, developer brand, value for money). According to the survey of New World China Real Estate South China, the first five influencing factors of the group's customer satisfaction are complaint handling, housing quality, supporting facilities, property service and convenience of transportation. The content of the two surveys and the analysis are basically the same, but the results are not exactly the same. Regarding the different factors, the reason is that the brand awareness and sales services of the South China real estate in the New World are all relatively excellent in the industry. In addition, the property preservation and appreciation ability of the enterprise has always been guaranteed. Therefore, the customers of the enterprise have not paid too much attention to the above three factors, but rather to the handling of complaints, the supporting facilities and the convenience of transportation. This is because the customers of the enterprise are relatively more profitable, the requirements for the service experience, the degree of perfection of the supporting facilities and the attention to the concept of time are higher, so there are differences in the factors of satisfaction between the two surveys. This conclusion also provides the basis for us to put forward suggestions. On the basis of the above research, the paper puts forward the ways that can be adopted by real estate enterprises and New World China Real Estate (South China) to enhance the customer satisfaction of commercial housing, to enhance the competitiveness of the brand and to promote the stable development of the real estate enterprises and our company.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TU71;F299.27

【参考文献】