부동산 신탁회사의 고객 만족과 영업 성과에 관한 연구 : 관계마케팅을 중심으로

부동산 신탁회사의 관계마케팅이 고객 만족과 영업 성과에 미치는 영향을 연구했다.

This study is devoted to practical study on the relationship marketing of the real estate trust company, and tried to find out suggestions for marketing strategies based on the results of research. As the number of real estate trust company increases in recent years, the market is more competitive than ever. This made ongoing customer relationship maintenance more important. By researching the main relators of real estate trust companies, for example construction companies, banks, lending institutions, and customers, this study derived the individual characteristics of the relationship marketing in real estate trust industry and real estate trust product.

And then identified what factors are important in the relationship marketing of real estate trust companies. Selected factors were marketing expertise, reputation (reputation), price factors, the physical environment, communications. All factors except physical environment have significant influences to industry. The implications of this study is; Firstly, the customers of real estate trust company are more sensitive to keep friendly relations through mutual familiarity rather than direct attributes, such as price or the physical environment. Therefore, the companies must do their best in the marketing activities so as to maintain ongoing good relationships with customers.

Secondly, the expertise of employees are important in keeping the trust and satisfaction of customers. So the companies must make great efforts to enhance the professionalism of staffs; a highly diversified expertise and in-depth knowledge. Thirdly, the customers of real estate trust company are focusing on the reputation(prestige) of a company, and deals it equally with relationships and expertise. The reputation of an institution does arise in a day, and it also can crumble in a day. Keep this in mind, the industry must invest more in improving and maintaining more enhanced image.