本文以客户重购意向在房地产营销中的应用为研究对象，首先进行了顾客忠
诚理论、消费者行为理论、顾客满意理论以及关系营销理论四个方面的理论介绍，
并从重复购买意向、顾客感知价值、顾客满意以及房地产业相关客户重购四个方
面进行了文献综述。其次，通过文献分析以及专家调查，从客户重购意向形成的
三个阶段梳理出影响房地产业客户重购意向的三大方面影响因素。再次，介绍了
以专家打分法、层次分析法以及模糊综合评价法为主的客户重购意向的评价方
法，构建了房地产业客户重购意向评价指标体系。最后以建业住宅集团有限公司
客户重购意向评价为例进行实例分析，并从营销方面提出提升房地产客户重购意
向的相关建议
关键词：客户 重购 房地产 营销
河南工业大学硕士学位论文河南工业大学硕士学位论文
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Abstract
Facing the increasingly fierce competition in the market of the real estate
environment, change of marketing idea of real estate enterprises, improve marketing,
market attention to corporate customers in maintaining resources, enhance customer
brand loyalty and improve customer repurchase intention ultimately to achieve a
customer purchases, to steadily increase their sales revenue goals, and for real estate
development companies maintain a competitive position in the fierce competition in
the market is critical. Therefore, many of the increased focus on marketing strategy of
real estate development enterprises, important planning tool in the marketing system
gradually took on a professional, systematic, comprehensive trend. Study on real
estate industry key factors that influence customer repurchase, from marketing
strategies to further improve customer repurchase intention of real estate enterprises,
enhance customer brand loyalty to real estate companies, real estate enterprises to
realize the steady increase of long-term profit targets so as to achieve rapid and
sustainable development all the more important.
Based on the application of customer repurchase intention in real estate
marketing study, first customer loyalty theory, theory of consumer behavior, customer
satisfaction and relationship marketing theory introduction to the theory of the four
aspects, and repeat purchases, customer value, customer satisfaction and real
estate-related customer repurchase four aspects of a literature review. Secondly,
through analysis of the literature and expert surveys, customer repurchase intention
three stages to tease out the effects of the formation of the real estate industry the
three aspects of customer repurchase intention. Once more, introduces the expert
evaluating method, analytic hierarchy process and fuzzy comprehensive evaluation of
customer repurchase intention of evaluation methods, construction real estate industry
evaluation index system for customer repurchase intention. World real estate
development company in Henan province last instance analysis of customer
repurchase intention as an example, and marketing aspects of related
recommendations put forward to improve real estate customer repurchase intention.
Key words: Customer Repurchase Real Estate Marketing河南工业大学硕士学位论文
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目 录
摘要
.......II
ABSTRACT
......II
目 录
......IV
第一章 绪论
......1
1.1 研究背景
..1
1.2 研究意义
..3
1.2.1 理论意义
.....3
1.2.2 现实意义
.....3
1.3 研究内容、方法及思路
..........3
1.3.1 研究内容
.....3
1.3.2 研究方法
.....5
1.3.3 研究思路
.....8
第二章 理论基础及研究综述
.........9
2.1 理论基础
..9
2.1.1 客户忠诚理论
........9
2.1.2 消费者行为理论
.10
2.1.3 顾客满意理论
......10
2.1.4 关系营销理论
......12
2.2 相关研究综述
...13
2.2.1 重购意向
...13
2.2.2 顾客感知价值
.....15
2.2.3 客户满意
...16
2.2.4 房地产业相关客户重购
...........18
2.3 本章小结第三章 客户重购意向在房地产业的影响因素
...........17
3.1 认知忠诚阶段的关键影响因素
.....18
3.1.1 顾客付出成本
......18
3.1.2 顾客感知利益
......19
3.2 情感忠诚阶段的关键影响因素
.....19
3.2.1 交易满意度
...........20
3.2.2 累积满意度
...........21
3.3 态度忠诚阶段的主要影响因素
.....21
3.3.1 其它品牌的潜在影响程度
......21河南工业大学硕士学位论文
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3.3.2 对本品牌的偏好程度
...........
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