房地产行业顾客满意度影响因素的实证研究-工商管理专业论文.docxVIP

摘 要 随着我国经济的快速发展，市场竞争的日益加剧，房地产行业的竞争也愈演 愈烈，如何在激烈的竞争中取胜，提高房地产顾客满意度是房地产企业经营的一 个重要策略。本文以房地产行业的商品住宅顾客为对象，对房地产用户的满意度 进行调查以及房地产行业顾客满意度影响因素进行分析研究，试图在相关理论和 文献综述的基础上，运用实证分析的方法，找出影响我国房地产行业顾客满意度 的相关驱动因素，并从中挖掘出顾客的真实需求，为房地产企业实现顾客的高满 意度及行业的健康发展打下良好的基础。 本文在研究中首先阐明房地产营销与顾客满意度的概念，综述国内外顾客满 意度理论的研究现状，接着在文献研究的基础上，梳理出影响房地产住宅顾客满 意度的因素，确定研究的理论模型，并进行了研究假设。其次结合影响因素进行 了调查问卷的设计，选择适当的抽样方法，确定相关调查对象，展开了问卷调查， 同时对样本结构进行了简要的描述。最后对房地产住宅顾客满意度影响因素进行 实证分析，在数据分析中，其主要内容是首先对调查问卷进行信度、效度的分析， 结合样本对假设进行了检验，并进行了多元回归分析等操作，然后得到假设检验 结果，最后对假设检验结果进行讨论并提出相关的营销建议。这对于提高房地产 市场的顾客满意度和房地产企业的竞争力，有着十分重要的理论意义和实践价值。 关键词：顾客满意度；影响因素；数据分析与验证 Abstract With the rapid development of our economy, the aggravation of the market competition, the real estate is more and more competitive. How to win in the fierce competition and how to improve the real estate customer satisfaction is an important strategy of real estate business. Based on the customer of real estate industry as well as the subject of investigation, the thesis analyzes the real estate satisfaction survey and the influence factors, finding out the real needs of our customers through the related theories and the literature review. The thesis aims to achieve high customer satisfaction and the healthy development of the industry and lay a good foundation. The thesis points out the concept of real estate marketing and the customer satisfaction at the first place, summarizes the domestic and international customer satisfaction theory of the research and combs out the impact of real estate residential customer satisfaction factors and research hypothesis. Secondly, combined with the influencing factors, the questionnaire is designed and investigated, and sample structure is for simple description. Lastly, the thesis analyzes the real estate residential customer satisfaction influence factors. In the analysis of the data, its main content is the first of the questionnaire reliability, validity analysis, directed at the sample for testing hypotheses, conducting a multivariate r