Presenting the Customer Experience Management Model in Real Estate Marketing with a Mixed Approach

Subject Areas : Jounal of Marketing Management

Reza  kochakpour nesfi ¹ (PhD student, Department of Business Administration, U.A.E Branch, Islamic Azad University, Dubai, United Arab Emirates)
H. R.  Saeednia ² (Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran)
Hamid  Saeedi ³ (Associate Professor. Department of Business Management Shahre Rey Branch, Islamic Azad University, Tehran, Iran)
rahim  mohtaram ⁴ (Associate Professor. Department of Business Management Science and Rerserch Branch, Islamic Azad University, Tehran, Iran)

Received: 2023-05-18 Accepted : 2023-08-11 Published : 2024-07-02

Keywords: Customer Experience Management, Real Estate Marketing, Credit of Real Estate Consultants, Grounded Theory.,

Abstract :

The role of customer experience management as a strategic tool in the development of service organizations, including real estate marketing, is undeniable. Considering the high financial turnover and the employment of a large number of people in this field, the importance of this in real estate marketing is twofold. Therefore, the objective of the present study is designing a model for customer experience management in real estate marketing. The present study can be objectively categorized as a Developmental one and is conducted through mixed methodology (qualitative-quantitative). Having reviewed the related literature and research background, semi-structured interviews protocol was prepared in order to gather data and the 15 participants were selected among scientific (marketing professors) and executive professionals (managers of Real Estate Union) involved in the real estate Marketing in Tehran using "snowball" sampling method. Also, the statistical sample of research in the quantitative part was consisted of 386 clients of real estate in Tehran. To analyze the data in the qualitative section, Grounded Theory was applied while in the quantitative part, Partial Least Squares (PLS) was used. The results of the research indicate that the causal factors (related to the supply and demand side) have significant impacts on the customer experience management. This research also introduces strategies at the government and company level which, themselves, are affected by intervening conditions (human and technical factors) and contextual (macro and micro factors). Moreover, implementing these strategies may have some consequences related to customers and the consequences related to the company and society. Data analysis of quantitative section findings after applying Grounded Theory, led to making a final model based on the factor analysis method. Also, the findings of the quantitative part of the research confirm the investigation of the main hypotheses.

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