Management innovation Product quality perception Perceived brand value and perceived service quality that affect customer loyalty in real estate businesses in Bangkok and surrounding areas.
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Abstract
The real estate business is considered a business group that has developed from basic human needs. Project developers must present outstanding points that meet the needs of customers to create maximum satisfaction and word of mouth. The objectives of this research are to 1) study the level of management innovation. Product quality perception Perceived brand value Perception of service quality and loyalty of real estate business customers in Bangkok and surrounding areas. 2) Study the influence of management innovation. Product quality perception Perceived brand value and perception of service quality that affects the loyalty of real estate business customers in Bangkok and the surrounding area; and 3) create a loyalty model for real estate business customers in Bangkok and the surrounding area. It is a combined research method between quantitative research and qualitative research. in quantitative research the sample group consisted of 400 people who had purchased real estate in Bangkok and surrounding areas using a multi-stage random sampling method. The results of the research found that 1) management innovation Product quality perception Perceived brand value and perception of service quality and loyalty of real estate business customers in Bangkok and surrounding areas At a high level 2) Management innovation Product quality perception Perceived brand value and perceptions of service quality that affect the loyalty of real estate business customers in Bangkok and surrounding areas Statistically significant at the .05 level and 3) Loyalty patterns of real estate business customers in Bangkok and surrounding areas. The researcher developed it is called M3PL Model. It is a model that emphasizes construction and quality of construction materials with new innovations to the highest standards. After-sales service is provided with the utmost efficiency. It affects customers' purchasing decisions, repeat purchases, and referrals for modern real estate businesses.
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