Effects of Relationship Quality Between Estate Agents and Sellers in the Real Estate Market

Abstract

Objectives

The main objectives of this study were to study the construct of relationship quality in the field of real estate, and to provide information on what factors influence relationship quality between real estate agents and property sellers. The study was done in collaboration with a Finnish real estate agency Kiinteistömaailma Mikkeli and aimed to provide them with ways on how to manage their agent-client relationships and create customer loyalty.

Summary

This study researches the relationship quality construct between real estate agents and property sellers. A survey is conducted to study the proposed antecedents of relationship quality, trust and satisfaction, as well as the proposed antecedents of trust and commitment. The effect of relationship quality to customer loyalty is also studied.

Conclusions

The results indicate that the outcome of relationship quality is customer loyalty, while trust and satisfaction are dimensions of relationship quality. Salesperson expertise and service quality had a positive influence on trust. Service quality had a positive influence on also satisfaction, along with relational selling behavior. Therefore, to manage relationship quality and create customer loyalty, real estate agencies should seek to increase customer trust and satisfaction through especially service quality in addition to salesperson expertise and relational selling behavior.