Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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A Study on the Effect of Brand Value Through Residential Satisfaction for CRM of Home Builders

주택건설업체의 CRM에 의한 주거만족도가 브랜드가치에 미치는 영향

  • Jung, Suk Hwang (Department of Business Administration, Honam University) ;
  • Chang, Seog Ju (Department of Business Administration, Honam University)
  • Received : 2016.05.20
  • Accepted : 2016.06.08
  • Published : 2016.06.30
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Abstract

Purpose: This study can provide a strategic advantage for the marketing information of CRM of apartment provider microscopically. It is also expected to contribute to policy for public housing supply in the macro. Methods: This study is contained theoretical research on CRM & Residential Satisfaction & the brand of Apartments with the search for prior literature. Establish a research model to derive a hypothesis. It performs measurements aimed at an apartment tenant. After the test the hypothesis proposes a conclusion. Results: CRM activity of the housing construction companies is confirmed that a significant positive influence on residential satisfaction and brand value. Conclusion: Housing construction companies through improved residential satisfaction have on the growth strategy that takes the brand value in regardless of environmental factors. it is necessary to focus on CRM activities.

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References

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