本文選題：房地產(chǎn) + 顧客滿意��； 參考：《華南理工大學(xué)》2013年碩士論文

【摘要】：隨著城市化的進(jìn)程加快，普通消費(fèi)者對(duì)商品房的需求也在逐步提高。但是，消費(fèi)者的真實(shí)需求卻并未得到有效滿足，導(dǎo)致一方面房地產(chǎn)市場(chǎng)商品房產(chǎn)量過(guò)剩，另一方面普通消費(fèi)者購(gòu)買適用商品房的需求卻得不到滿足，因而致使房地產(chǎn)投資結(jié)構(gòu)混亂，造成大量的商品房空置、積壓，顧客投訴和顧客抱怨持續(xù)上升的狀況。 因此，本文以商品房顧客滿意度作為研究對(duì)象，分析廣州地區(qū)及新世界中國(guó)地產(chǎn)（華南）商品房顧客滿意度影響因素，以及這些因素對(duì)顧客滿意度的影響排序，，研究發(fā)現(xiàn)，在廣州地區(qū)影響房地產(chǎn)顧客滿意度的因素，大致可以歸納為銷售服務(wù)、簽約辦證、樓宇交付、地段/地理位置、交通便利性、房屋質(zhì)量、物業(yè)服務(wù)、戶型結(jié)構(gòu)、小區(qū)環(huán)境、小區(qū)安全、配套設(shè)施、發(fā)展商品牌、物有所值、投訴處理等。以上述因素為調(diào)查內(nèi)容，針對(duì)廣州地區(qū)的個(gè)案調(diào)研，結(jié)果顯示影響顧客滿意度前五個(gè)因素分別是房屋質(zhì)量、服務(wù)質(zhì)量（物業(yè)服務(wù)與銷售服務(wù)）、發(fā)展商品牌、物有所值；針對(duì)新世界中國(guó)地產(chǎn)華南的調(diào)研顯示，影響該集團(tuán)顧客滿意度的前五個(gè)影響因素分別是投訴處理、房屋質(zhì)量、配套設(shè)施、物業(yè)服務(wù)、交通便利性。兩個(gè)調(diào)研，分析的內(nèi)容基本相同，但是結(jié)果卻是不完全相同，關(guān)于不同的幾個(gè)因素，其原因是，新世界中國(guó)地產(chǎn)華南的品牌知名度、銷售服務(wù)在業(yè)內(nèi)都是比較優(yōu)秀的，另外該企業(yè)的物業(yè)保值、升值能力一直以來(lái)是有保障的，所以該企業(yè)的客戶并沒(méi)有過(guò)多的去關(guān)注上述三個(gè)因素，反而是投訴處理、配套設(shè)施和交通便利性受到了關(guān)注，這是因?yàn)樵撈髽I(yè)的客戶相對(duì)來(lái)說(shuō)收入更高一些，對(duì)服務(wù)體驗(yàn)的要求、對(duì)配套設(shè)施的完善程度以及對(duì)時(shí)間觀念的關(guān)注度更高，所以兩個(gè)調(diào)查的滿意度因素就存在了差異，這樣的結(jié)論也為我們有針對(duì)性的提出建議提供了依據(jù)。 在上述研究的基礎(chǔ)上提出房地產(chǎn)企業(yè)及新世界中國(guó)地產(chǎn)（華南）可供采納的提升商品房顧客滿意度的途徑，提升品牌的競(jìng)爭(zhēng)力，促進(jìn)房地產(chǎn)企業(yè)及本公司的穩(wěn)定發(fā)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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：TU71;F299.27

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