Factors affecting customers’ post-purchase behavior towards apartments in Ho Chi Minh City

Abstract

The development of the market economy has had a great impact on the urban development . The rapid growth of population and the residents migrating to big cities have resulted in increasing housing demand. Housing needs for people in big cities in general and in Ho Chi Minh City, in particular, are becoming more and more urgent, especially, apartment buildings because of limited land fund of the locality. Analyzing factors affecting the customers’ post-purcahse bahavior is useful for real estate companies. To examine the causal relationship among perceived risk, perceived quality, customer satisfaction, and post-purcahse behavior, This research used structural equation modeling (SEM) to analyze 412 samples who bought apartments in Ho Chi Minh City. The results showed that the post-purchase behavior towards apartments is directly affected by satisfaction and indirectly by factors: perceived quality, perceived risk, location, after-sales support, price, and brand. And the study provided recommendations to enhance customer satisfaction influence post-purchase behavior towards apartments.