A Structural Analysis of the Relationships among Perceived Brand Value, Customer Satisfaction, and Customer Loyalty in the Digital Real Estate Market: A Strategic Organizational Management Perspective
Keywords:
Perceived brand value, Customer satisfaction, Customer loyalty, Strategic managementAbstract
This quantitative research aims to 1) To examine the structural relationships among brand value perception, customer satisfaction, and customer loyalty in the digital real estate market under the framework of strategic organizational management; and 2) To develop and examine the structural relationship between brand equity perception, customer satisfaction and loyalty in the digital real estate market under the framework of corporate strategic management. The sample group consists of 400 individuals who have previously conducted transactions through digital real estate platforms, selected through convenience sampling. Data were collected using a questionnaire and analyzed using structural equation modeling with statistical software.
The research results the GFI and AGFI harmony level indices are equal to 0.96 and 0.93, respectively, which are higher than 0.82 and closer to 0.79, and the RMSEA value is 0.013, which is less than 0.086. The organization's strategic management has a significant effect on brand equity perception, but not directly on customer satisfaction and loyalty. Brand equity perception has a positive and significant effect on both satisfaction and loyalty. Customer satisfaction is the variable with the strongest influence on customer loyalty. The results of this analysis support the strategic conceptual model that emphasizes that an organization's ability to create value through brand and customer experience is a key factor in maintaining long-term customer relationships, especially in the digitally transformed real estate industry. This research can be used to develop strategic management frameworks for organizations in the digital real estate market, enabling investors to access the real estate market more efficiently
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