Challenges in the Real Estate Industry La Serena-Chile
DOI:
https://doi.org/10.15665/rde.v15i1.831Keywords:
Emotional link, components of value, loyalty, real estate industry, corporate imageAbstract
The research focuses on identifying and analyzing the variables that influence the achievement of emotional bond between customers and real estate companies in La Serena, Chile. Objective, subjective and relational, loyalty and finally the emotional bond, creating five hypotheses relating these components, and were validated with a significant sample: For this a causal model that relates the three components of value was constructed customers. The method of structural models used through based on covariance (MBC) method to test these hypotheses. Concluding that the emotional bond client-company only achieved if loyalty is achieved through systemic management of the three components of value, becoming a driving effect on the decision buying a second home in the same company.
Resumen
La investigación se centró en identificar y analizar las variables que influyen en el logro de vínculo emocional entre los clientes y las empresas inmobiliarias de La Serena, Chile. Para esto se construyó un modelo causal que relaciona los tres componentes del valor: Objetivo, Subjetivo y Relacional, la fidelización y el vínculo emocional con la empresa, creando cinco hipótesis que relacionan estos componentes, y validándolas con una muestra significativa de clientes. Para contrastar estas hipótesis se utilizó la técnica de ecuaciones estructurales a través del método basado en covarianza (MBC). Concluyendo que el vínculo emocional cliente-empresa solo se alcanza si se logra fidelización a través de la gestión sistémica de los tres componentes del valor, convirtiéndose en un efecto impulsor en la decisión compra de una segunda vivienda en la misma empresa.
Resumo
A investigação se concentra em identificar e analisar as variáveis que influenciam a realização da ligação emocional entre clientes e empresas do setor imobiliário em La Serena, Chile. Objetiva, subjetiva e relacional, lealdade e, finalmente, a ligação emocional com a empresa, criando cinco hipóteses relativas desses componentes, e foram validados com uma amostra significativa: Para este um modelo causal que relaciona os três componentes do valor foi construído clientes. o método de modelos estruturais utilizados pela baseado em covariância método (MBC) para testar essas hipóteses. Concluindo que a ligação emocional cliente-empresa só alcançado se a lealdade é conseguida através de uma gestão sistêmica dos três componentes do valor, tornando-se um efeito de condução sobre a decisão de comprar uma segunda casa na mesma empresa.
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