Abstract
Research Statement: With an increase in competition within the South African property sector, real estate agencies need to ensure that their channels are as effective as possible. Using the Internet and mobile technologies represents a new means to reach customers and achieve lower operating costs. This study seeks to ascertain which factors potential buyers consider important when perusing residential property in an online environment. Hence, the dimensions of e-service quality, which constitute their online experience, will be explored. In addition, this research explores buyer typologies and probes whether other forms of technology, such as a mobile interface, may be of commercial value to the realtor. Methodology: The empirical analysis was conducted by means of a quantitative survey. A questionnaire was designed to test the application of the e-service quality construct in the South African real-estate sector. Data was obtained from 300 respondents, across the age spectrum, who filled the criteria of being prospective buyers. Convenience sampling was primarily used to collect responses as the researchers were unable to obtain access to a specific database of listed property buyers. Results & Conclusion: As mirrored in other studies of this nature, it was found that trust is paramount when initiating property sales online. All other variables in the construct (site features, information, accessibility, communication, reliability, responsiveness and personalisation) also proved significant. A cluster analysis revealed that older respondents preferred a higher level of support - across all attributes of e-service quality - when interacting with online property services. Lastly, the mobile interface appears to appeal to 'students' as well as 'mature workers'. It is surmised that these individuals have access to smart phones capable of being used for accessing property portals. However, the 'young workers' appear less enthusiastic about the mobile interface, seemingly preferring to either access such portals via the Internet or visiting agents personally.
Highlights
With the ever increasing accessibility and proliferation of technology in the mass market, the corporate sector has made strategic advances in adopting the use of these technologies
This study considers the application of e-service quality in this high value industry, with a view to informing academics and practitioners of the manner in which consumers assess online property services
This study primarily aims to ascertain the key dimensions of e-service quality, highlighting the factors that potential buyers consider important when perusing residential property in an online environment
Summary
With the ever increasing accessibility and proliferation of technology in the mass market, the corporate sector has made strategic advances in adopting the use of these technologies. The Internet, in particular, has become a powerful tool in the arsenal of the corporate marketer (Bond & Seiler, 2000). South Africa is ranked 52 of 134 for network readiness, with Mauritius being the only sub-Saharan county ranking above South Africa. Relatively positive, this points to the fact that South Africa is lagging behind the world leaders. South Africa maintains this relatively high ranking because of a predisposition by business to use information and communication technology (ICT). Individual usage is poor due to low levels of education amongst the population and high access costs (Dutta & Mia, 2009)
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