Acta Univ. Bohem. Merid. 2022, 25(2):113-125 | DOI: 10.32725/acta.2022.0131867

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

Ameet Sao1, Sagar Mohite2, Stuti Jain3, Gautam Bapat4
1 RICS School of Built Environment, Amity University, Noida, UP
2 Atharva College of Hotel Management & Catering Technology, Mumbai, Maharashtra, India
3 Shaheed Sukhdev College of Business Studies, University of Delhi, India
4 MIT World Peace University, Pune, India

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.

Keywords: Customer satisfaction, Customer relationship management, Client loyalty

Accepted: November 29, 2022; Published: November 30, 2022  Show citation

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Sao, A., Mohite, S., Jain, S., & Bapat, G. (2022). Evaluating Relationship between CRM, Customer Satisfaction and Client Loyalty in Indian Real Estate. Acta Universitatis Bohemiae Meridionalis, 25(2), 113-125. doi: 10.32725/acta.2022.013
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