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Evaluating Relationship between CRM, Customer Satisfaction and Client Loyalty in Indian Real Estate

Author

Listed:
  • Ameet Sao

    (RICS School of Built Environment, Amity University, Noida, UP)

  • Sagar Mohite

    (Atharva College of Hotel Management & Catering Technology, Mumbai, Maharashtra, India)

  • Stuti Jain

    (Shaheed Sukhdev College of Business Studies, University of Delhi, India)

  • Gautam Bapat

    (MIT World Peace University, Pune, India)

Abstract

Real estate goods require high levels of consumer interaction and customer satisfaction to maintain client loyalty. Executives working in real estate must improve client experience by providing superior services due to fierce competition. The present study used Chai Song (2013) CRM model to investigate relationship. Customers from various sites provided a total of 222 replies to a well-constructed questionnaire to ascertain the link between the researched variables. The data were assessed using SPSS-21 and Structural Equation Modeling (SEM) to ascertain the relationship between the components. The data analysis showed that, at a 5% level of significance, employee behavior, quality of services, and relationship development all had a substantial influence on customer satisfaction and loyalty. A direct effect value of (β= .56 .46 .48, .38, .46, .38, P = 0.000) was obtained for the hypothesis. Based on the direct affect and p value, the Hypothesis H1, H2, H3, H4, H5, and H6 were accepted. The values (β= -0.37, -0.39; P=0.23, 0.21), on the other hand, were discovered to be adverse for managing relationship in terms of client loyalty and customer satisfaction. The hypotheses H7 and H8 were therefore rejected. Additionally, it was shown that client loyalty was significantly influenced by customer satisfaction, supporting hypothesis H9. The analysis also revealed that client loyalty and CRM are mediated by customer satisfaction.

Suggested Citation

  • Ameet Sao & Sagar Mohite & Stuti Jain & Gautam Bapat, 2022. "Evaluating Relationship between CRM, Customer Satisfaction and Client Loyalty in Indian Real Estate," Acta Universitatis Bohemiae Meridionalis, University of South Bohemia in Ceske Budejovice, Faculty of Economics, vol. 25(2), pages 113-125.
    • Handle: RePEc:boh:actaub:v:25:y:2022:i:2:p:113-125
    DOI: 10.32725/acta.2022.013
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    References listed on IDEAS

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    1. Narendra Singh & Mukul Gupta, 2020. "Key factors affecting customer relationship management in real estate sector: a case study of National Capital Region," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 20(2), pages 194-209.
    2. Gremler, Dwayne D. & Gwinner, Kevin P., 2008. "Rapport-Building Behaviors Used by Retail Employees," Journal of Retailing, Elsevier, vol. 84(3), pages 308-324.
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