Real estate has different aspects as other commonly traded commodities. Due to the comparable and similar limitation of goods, and the characteristic of real estate being immovable, the information that is needed to trade real estate is very limited and distributed among selected groups. Due to the ...
Real estate has different aspects as other commonly traded commodities. Due to the comparable and similar limitation of goods, and the characteristic of real estate being immovable, the information that is needed to trade real estate is very limited and distributed among selected groups. Due to the monopoly that some realtors have on the information, it creates a strong-form market for them, but a weak-form market for others. For this reason, real estate agents are subjected to a vicious cycle of starting up and shutting down their businesses. The primary reasons that clients do not trust real estate agents are a lack of professionalism and the fact that they do not offer clients a satisfactory brokerage service.
Many people have expressed their dissatisfaction with the brokerage service because they expect that they should receive a higher quality of service and professionalism and be provided accurate information of brokerage objects with customer satisfaction and building confidence.
The purpose of this study is to propose solutions for improvement of real estate agent service to respond more actively and effectively to market changes.
To this end, the factor of information and client service from the real estate agents identifies the effects on customer satisfaction and intention of revisit and recommendation then suggests marketing strategy for establishing and maintaining long-term relationship to reestablish relationship between real estate offices and clients for vitalization of real estate agents. The previous studies have limited the scope of research by few variables, rather than attempting to comprehensively explain the relationship between factors such as information service factor, customer service factor, customer satisfaction, re-use and recommendation intention. This study is to tested one of the important variables as information service factors relating to accuracy, professionalism, responsiveness and predictability and customer service factors relating to reliability, convenience, kindness and accessibility and customer satisfaction relating to the relationship between information service, customer service satisfaction and reuse, recommendation intention through Structural Equation Modeling (SEM).
Hypothesis Ⅰ : Service satisfaction provided by the Real estate office, will have a positive effect on intention of revisit and recommendation.
Hypothesis Ⅰ-1 : Information service satisfaction provided by the Real estate office, will have positive effect on intention of revisit and recommendation.
Hypothesis Ⅰ-2 : Client service satisfaction provided by the Real estate office will have positive effect on intention of revisit and recommendation.
Hypothesis Ⅱ : The factor of information services from the real estate brokerage will have a positive effect on customer information service satisfaction.
Hypothesis Ⅱ-1 : The factor of accurate information services from the real estate brokerage will have a positive effect on customer information service satisfaction.
Hypothesis Ⅱ-2 : The Factor of professionalism of information service from the real estate brokerage will have a positive effect on customer information service satisfaction.
Hypothesis Ⅱ-3 : The Factor of responsiveness of information service from the real estate brokerage will have positive effect on customer information service satisfaction.
Hypothesis Ⅱ-4 : The Factor of predictability of information service from the real estate brokerage will have positive effect on customer information service satisfaction.
Hypothesis Ⅲ : The factor of customer service from the real estate brokerage will have a positive effect on customer service satisfaction.
Hypothesis Ⅲ-1 : The factor of the reliability of customer service from the real estate brokerage will have a positive effect on customer service satisfaction.
Hypothesis Ⅲ-2 : The factor of the convenience of the customer service from the real estate brokerage will have a positive effect on customer service satisfaction.
Hypothesis Ⅲ-3 : The Factor of kindness of the customer service from the real estate brokerage will have a positive effect on customer service satisfaction.
Hypothesis Ⅲ-4 : The factor of accessibility to the customer service from the real estate brokerage will have a positive effect on customer service satisfaction.
*Carry out a survey targeting clients who had visited Busan real estate office from May 1st 2016 to May 30th 2016. The method of investigation of this questionnaire was conducted by using questions and interviews. 300 questionnaires were distributed and 205 were collected back from the volunteers. 5 people answered untruthfully so theirs were discarded which left the 200 questionaires that we analyzed. We used SPSS and LISREL to verify our hypothesis for this study, and also analyzed the statistical data method in the following ways:
First, Analysis of Frequency and Descriptive Statistic Analysis were implemented to analyze the basics statistics.
Second, Cronbach's Alpha Vertification and Exploratory Factor Analysis, CFA were implemented for single level dimension of a construct (measuring variables), credibility and validity analysis.
Third, T-test and analysis of variance were implemented to analyze the difference between real estate information service factors, customer service of the service factors, customer satisfaction, and intention of revisit and recommendation according to feedback provided by clients who used real estate brokerage.
Fourth, SEM analysis was implemented to verify hypothesis of mutual relations between real estate information service factors, client service factors and client satisfaction, and intention of revisit and recommendation.
The conclusion of this study can be summed up in the following results:
First, Information Service Satisfaction and Client Service Satisfaction both have a positive effect on a customer's intention of revisit and recommendation. This result shows that people who have been satisfied with the service that was given, have a higher chance to return and recommend the service to others.
Second, Information Service Factor as Accuracy, Professionalism, Responsiveness and Predictability all have positive effects on information service satisfaction. Client Service factor as reliability and accessibility have positive effects on client service satisfaction.
Third, Information Service Factor as Accuracy, Responsiveness, and Predictability has positive effects on the intention of revisit recommendation through Information Service Satisfaction and Client Service Factor using reliability and accessibility for the clients does as well. The client who feels content after buying brings a positive effect to the intention of recommendation. This is especially good considering how in the real estate service, affective-emotional feelings, such as satisfaction, play an important role.
Real estate has different aspects as other commonly traded commodities. Due to the comparable and similar limitation of goods, and the characteristic of real estate being immovable, the information that is needed to trade real estate is very limited and distributed among selected groups. Due to the monopoly that some realtors have on the information, it creates a strong-form market for them, but a weak-form market for others. For this reason, real estate agents are subjected to a vicious cycle of starting up and shutting down their businesses. The primary reasons that clients do not trust real estate agents are a lack of professionalism and the fact that they do not offer clients a satisfactory brokerage service.
Many people have expressed their dissatisfaction with the brokerage service because they expect that they should receive a higher quality of service and professionalism and be provided accurate information of brokerage objects with customer satisfaction and building confidence.
The purpose of this study is to propose solutions for improvement of real estate agent service to respond more actively and effectively to market changes.
To this end, the factor of information and client service from the real estate agents identifies the effects on customer satisfaction and intention of revisit and recommendation then suggests marketing strategy for establishing and maintaining long-term relationship to reestablish relationship between real estate offices and clients for vitalization of real estate agents. The previous studies have limited the scope of research by few variables, rather than attempting to comprehensively explain the relationship between factors such as information service factor, customer service factor, customer satisfaction, re-use and recommendation intention. This study is to tested one of the important variables as information service factors relating to accuracy, professionalism, responsiveness and predictability and customer service factors relating to reliability, convenience, kindness and accessibility and customer satisfaction relating to the relationship between information service, customer service satisfaction and reuse, recommendation intention through Structural Equation Modeling (SEM).
Hypothesis Ⅰ : Service satisfaction provided by the Real estate office, will have a positive effect on intention of revisit and recommendation.
Hypothesis Ⅰ-1 : Information service satisfaction provided by the Real estate office, will have positive effect on intention of revisit and recommendation.
Hypothesis Ⅰ-2 : Client service satisfaction provided by the Real estate office will have positive effect on intention of revisit and recommendation.
Hypothesis Ⅱ : The factor of information services from the real estate brokerage will have a positive effect on customer information service satisfaction.
Hypothesis Ⅱ-1 : The factor of accurate information services from the real estate brokerage will have a positive effect on customer information service satisfaction.
Hypothesis Ⅱ-2 : The Factor of professionalism of information service from the real estate brokerage will have a positive effect on customer information service satisfaction.
Hypothesis Ⅱ-3 : The Factor of responsiveness of information service from the real estate brokerage will have positive effect on customer information service satisfaction.
Hypothesis Ⅱ-4 : The Factor of predictability of information service from the real estate brokerage will have positive effect on customer information service satisfaction.
Hypothesis Ⅲ : The factor of customer service from the real estate brokerage will have a positive effect on customer service satisfaction.
Hypothesis Ⅲ-1 : The factor of the reliability of customer service from the real estate brokerage will have a positive effect on customer service satisfaction.
Hypothesis Ⅲ-2 : The factor of the convenience of the customer service from the real estate brokerage will have a positive effect on customer service satisfaction.
Hypothesis Ⅲ-3 : The Factor of kindness of the customer service from the real estate brokerage will have a positive effect on customer service satisfaction.
Hypothesis Ⅲ-4 : The factor of accessibility to the customer service from the real estate brokerage will have a positive effect on customer service satisfaction.
*Carry out a survey targeting clients who had visited Busan real estate office from May 1st 2016 to May 30th 2016. The method of investigation of this questionnaire was conducted by using questions and interviews. 300 questionnaires were distributed and 205 were collected back from the volunteers. 5 people answered untruthfully so theirs were discarded which left the 200 questionaires that we analyzed. We used SPSS and LISREL to verify our hypothesis for this study, and also analyzed the statistical data method in the following ways:
First, Analysis of Frequency and Descriptive Statistic Analysis were implemented to analyze the basics statistics.
Second, Cronbach's Alpha Vertification and Exploratory Factor Analysis, CFA were implemented for single level dimension of a construct (measuring variables), credibility and validity analysis.
Third, T-test and analysis of variance were implemented to analyze the difference between real estate information service factors, customer service of the service factors, customer satisfaction, and intention of revisit and recommendation according to feedback provided by clients who used real estate brokerage.
Fourth, SEM analysis was implemented to verify hypothesis of mutual relations between real estate information service factors, client service factors and client satisfaction, and intention of revisit and recommendation.
The conclusion of this study can be summed up in the following results:
First, Information Service Satisfaction and Client Service Satisfaction both have a positive effect on a customer's intention of revisit and recommendation. This result shows that people who have been satisfied with the service that was given, have a higher chance to return and recommend the service to others.
Second, Information Service Factor as Accuracy, Professionalism, Responsiveness and Predictability all have positive effects on information service satisfaction. Client Service factor as reliability and accessibility have positive effects on client service satisfaction.
Third, Information Service Factor as Accuracy, Responsiveness, and Predictability has positive effects on the intention of revisit recommendation through Information Service Satisfaction and Client Service Factor using reliability and accessibility for the clients does as well. The client who feels content after buying brings a positive effect to the intention of recommendation. This is especially good considering how in the real estate service, affective-emotional feelings, such as satisfaction, play an important role.
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