I 摘要 在社会经济不断发展的现在，消费者的需求逐渐多样化，购买理性也随着市 场的变化不断提高，更加追求生活的品质。供给侧结构改革下对房地产行业的要 求进一步加大，只有建造令顾客满意的房地产项目，才能赢得顾客的满意与肯定， 使企业在市场中有更强大的竞争力。这就需要企业不断增强对顾客满意度的研 究，以往的研究大多集中在一二线城市的大地产开发商，三线城市的发展有其独 特之处，在不同的经济政策文化环境下，顾客的需求和期望也与一二线城市有不 同之处。但三线城市的地产企业也亟需加强顾客满意度研究，以增强企业的竞争， 在新形势下继续发展。 本文从国内外理论研究梳理开始。将实际与理论相结合，从而确定了邯郸市 R房地产开发公司中影响客户满意度的主要因素。确定相关的指标是通过与内部 专家和客户的访谈来评估顾客对住宅项目的满意度。通过相关分析和回归方法， 确定了影响房地产开发公司顾客满意度的几个重要因素，并得出相应结论：物业 的服务和工程质量是需要重点改进的因素。据此提出了包括加大工程全面监督、 落实工程“样板先行”、实施项目“工地开放”、提升精装修工程质量、建立客 户投诉机制、提供差异化增值服务、加大基础服务水平等在内的一些对策和建议。 关键词：房地产开发公司；顾客满意度；提升策略 Abstract II Abstract Nowadays,withthecontinuousdevelopmentofsocialeconomy,consumers' demandsaregraduallydiversified,andtheirpurchasingrationalityisconstantly improvedalongwiththechangesofthemarket,andtheyaremoreinpursuitofthe qualityoflife.Underthesupply-sideStructureReform,thedemandtotherealestate industryisfurtherstrengthened.Onlytheconstructionofrealestateprojectsto customersatisfaction,inordertowintheapprovalofcustomers,sothatenterprisesin themarkethasastrongercompetitiveness.Thisrequiresenterprisestostrengthenthe researchoncustomersatisfaction.Previousresearchhasmostlyfocusedonlargereal estatedevelopersinfirst-andsecond-tiercities.Thedevelopmentofthird-tiercities hasitsowncharacteristics.Underdifferenteconomic,politicalandcultural environments,customers'needsandexpectationsarealsodifferentfromthoseof first-andsecond-tiercities.Butthethird-tiercity'srealestateenterprisealsourgently needstostrengthenthecustomersatisfactionresearch,strengthenstheenterprise's competition,continuestodevelopunderthenewsituation. Todeterminetherelevantindicatorsistoevaluatecustomersatisfactionwith residentialprojectsthroughinterviewswithinternalexpertsandcustomers.Through relevantanalysisandtransformationmethods,severalimportantfactorsthataffect customersatisfactionofrealestatedevelopmentcompanieshavebeenidentified,and thecorrespondingconclusionshavebeendrawnthatservicequalityandengineering qualityarefactorsthatneedtobeimprovedtoimprovecustomersatisfaction.Based onthis,itisproposedtoincreaseprojectqualitysupervisionandacceptance management,"modelfirst",implement"siteopening",establishacustomercomplaint informationprocessingmechanism,consolidatebasicservicelevels,includingservice explicitness,areinordertoincreasecustomers'satisfactionwithrealestatecompany R,andcontinuouslyimproveitsservicequality,marketinfluenceand competitiveness. Keywords:realestatedevelopmentcompany;customersatisfaction;promotion strategy 目录 III 目录 摘要······························································································I Abstract···························································································II 第1章绪论···················································································1 1.1研究背景与意义·······································································1 1.1.1研究背景·········································································1 1.1.2研究意义·········································································2 1.2文献综述················································································3 1.2.1国外研究现状···································································3 1.2.2国内研究现状···································································3 1.3研究方法与研究内容·································································5 1.3.1研究方法·········································································5 1.3.2研究内容·········································································6 1.4创新点及技术路线····································································6 1.4.1创新点············································································6 1.4.2技术路线图······································································8 第2章相关理论概述··········································································9 2.1顾客满意度理论基础·································································9 2.2顾客满意度研究······································································10 2.3房地产行业顾客满意度·····························································11 2.4顾客满意度测评方法································································12 2.5本章小结···············································································13 第3章房地产行业现状及R房地产开发公司顾客满意度现状····················14 3.1我国房地产行业发展现状·························································14 3.2河北省房地产行业现状····························································16 3.2.1房地产开发经营业法人单位快速增长···································16 3.2.2企业资产规模不断扩大·····················································16 3.2.3法人分布区域化特点显著··················································16 3.2.4劳动生产率不断提升带动上下游产业共同发展·····················16 3.3邯郸市房地产行业现状····························································18 目录 IV 3.4邯郸市R房地产开发公司·························································19 3.5邯郸市R房地产开发公司顾客满意度现状····································20 3.6本章小结···············································································21 第4章邯郸市R房地产开发公司顾客满意度评价体系的建立····················22 4.1评价指标