THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN REAL ESTATE INDUSTRY: THE CASE OF AFRO-TSION REAL ESTATE

Abstract

The main objective of this study was to evaluate and examine the service quality provision on Afro-Tsion Real Estate against with potential customers’ satisfaction. And also, it is to recommend the required base line information for further study in the area of quality service delivery provision for customer satisfaction by real estate developers. This study has applied the service quality model for the purposes of identifying determinants of service quality; determine whether property buyers’ service expectations are congruent with their perceptions of service rendered by estate agents by using Likert Scale and open ended questions. The data are gathered from a questionnaire survey among 55 respondents in Afro-Tsion Real Estate. The results of the research revealed that reliability responsiveness, empathy and tangibles has significant effect with customer satisfaction, where as assurance and assurance didn’t show significant effect with customer satisfaction. Furthermore, service quality was found to be delivered in areas of service empathy and tangible product characteristics. However, service quality fell below expectations in the areas of service assurance and reliability. Possible causes of poor service delivery and specific intervention measures for improving service quality have been advanced in the study. For instance, the result shows that performance feedback and evaluation are necessary to improve service quality.