Abstract
This study aims to explore the factors determining consumer loyalty to real estate agents. Based on the past literature regarding the factors of loyalty, the study considers physical attractiveness and intellectual competence combined with a traditional loyalty model in proposing its conceptual framework. It then estimates the relevant parameters using a linear structural equation model (SEM). The subjects of the study consist of consumers in Kaohsiung City, Taiwan, aged at least 20 years old who have experience in engaging the services of real estate companies during housing transactions. A total of 300 questionnaires were distributed, with 268 valid ones being returned, for a valid return rate of 89.33%. According to the empirical results, physical attractiveness indirectly influences satisfaction through trust and intellectual competence, with satisfaction in turn affecting customer loyalty. The effect of physical attractiveness on satisfaction through trust is more significant than its effect on satisfaction through intellectual competence. These findings show that the relationship among physical attractiveness, intellectual competence, and trust plays an important role in determining satisfaction and loyalty. Past studies related to loyalty introduced various factors of loyalty; however, they rarely explored the effects of physical attractiveness and intellectual competence on loyalty. That is the difference between this study and past research.
Highlights
Within the market, customers are the main sources of profits for real estate companies, and they are, the most important assets of these companies
In order to improve the extensiveness of the traditional loyalty model, this study introduced the most approximate extrinsic and intrinsic factors that influence the current state of the real estate industry
As for the structural equation analysis conducted in this study, it consisted of two parts
Summary
Customers are the main sources of profits for real estate companies, and they are, the most important assets of these companies. Diener and Greyser [1] argued that 30~90% of customers who were not satisfied by a brand purchase would choose not to purchase the products of the same brand in the future This shows that the costs of complaints and brand transfers caused by dissatisfaction are considerably negative with respect to the profits of enterprises. When purchasing a house, people typically exhibit great care in making key decisions and select a real estate company to assist in the transaction. Consumers’ reasons for selecting real estate companies are as follows. With their professional knowledge and competence, real estate companies can recognize key housing information and help their customers to protect themselves. The above findings highlight the important role of trust in the service industry
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