A Study of Consumers’ Complaints against Real Estate Agents in Lagos Metropolis, Nigeria

Araloyin Funmilayo Moyinola

doi:10.7176/cer/13-4-05

Abstract

The study examined consumers’ complaints against real estate agents in Lagos Metropolis, Nigeria with a view to providing information that could ensure effective service orientation and high consumers’ satisfaction. Data were elicited from real estate agents and consumers in the study area through self-administered questionnaire and analyzed with the use of frequency distribution, percentages and mean rating. The study found some level of dissatisfaction as 35.3% representing 61 of the real estate agency consumers were dissatisfied with real estate agency related services. 30.1% of the respondents objected to the possibility of repeat business with their real estate agent while 33% rejected the possibility of recommending their agents to others. The most common complaint against real estate agents was ‘fee levels too high’ as reported by 81 respondents representing 31% of the study population. The study also revealed that real estate agency consumers complained about communication problems, over pricing of property, agents providing wrong information, agents not delivering what was required, agents pressurizing customers, delays, deadlines not met, galumphing, agents providing wrong information, mismanagement of the property in their care etc. Therefore real estate service consumers’ complaints must be thoroughly attended to as these may lead to consumers’ dissatisfaction. Real estate agents must ensure that customer service remains high so as to experience consumers’ satisfaction, retention and successful businesses. Keywords : Consumers’ Complaints, Real Estate Agents, Nigeria DOI: 10.7176/CER/13-4-05 Publication date: July 30 th 2021

Highlights

Consumer complaints have been defined as an expression of dissatisfaction to a responsible party on consumers’behalf
Studies on consumer dissatisfaction or otherwise are of significant importance as consumer satisfaction has been so highly publicized as a successful business determinant
The key objective in this study is to identify sources of complaints against real estate agents and to provide information on what factors influence consumers’ satisfaction in real estate agency

Summary

Introduction

Consumer complaints have been defined as an expression of dissatisfaction to a responsible party on consumers’behalf. Consumer complaints have been defined as an expression of dissatisfaction to a responsible party on consumers’. Consumer complaints are usually informal concerns directly addressed to a service provider or producer, and most consumers try to resolve problems with products and services in this way, but it sometimes requires persistence. Gallagher (2011) urged business consultants to view consumer complaints as a gift because they can give valuable information for improved products and services. Consumer complaint if not properly handled can lead to consumer dissatisfaction. Consumer dissatisfaction can be defined as a state or attitude of displeasure and discontent. Consumer satisfaction/dissatisfaction can be measured by the degree of disparity between expectations and perceived product performance. Studies on consumer dissatisfaction or otherwise are of significant importance as consumer satisfaction has been so highly publicized as a successful business determinant

Methods

Results

Conclusion