Abstract
This study uses direct consumer perceptual information to investigate the broker selection process and the role that national franchise affiliation plays in this process. Multidimensional scaling is used to generate the housing consumers' perceptual space that represents their firm ranking process.The two major dimensions of this perceptual space are labeled the high touch and high tech dimensions based on a factor analysis of brokerage firm selection criteria. Of these, the latter is directly related to preference, although the former is generally rated as slightly more important by consumers. Even though the specific criterion “affiliation with a nationally known firm” is not rated as highly important, four of the five top ranked brokerage firms are franchise affiliates.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
