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BACKGROUND Real estate is "Property consisting of land and the buildings on it, along with its natural resources such as crops, minerals, or water; immovable property of this nature; an interest vested in this; (also) an item of real property; (more generally) buildings or housing in general. Also: the business of real estate; the profession of buying, selling, or renting land, buildings, or housing." Services as defined by Gronroos, constitute an activity or series of activities of more or less intangible nature that normally, but not necessarily, take place in interactions between the customers and the service providers, which are provided as solutions to customers problems. Since services are meant to be solutions to consumers problem, the wishes and desires of the consumer must be taken into consideration. Service quality according to Vicky is an important issue for an organization that recognizes the essential role of acquiring and retaining customers through continuous improvement strategies. According to Johnson, service quality is the degree to which service performance matches consumer expectations of service. McDaniel and Louargand also define service quality as that in which the consumers perception of service performance meets or exceeds the expectation of what the service firm should do. In the view of market analyst, service quality perceptions result from a comparison of consumer expectations with actual service performance. There is therefore the need for studies on consumers perspective and service quality issues in real estate agency. This study therefore investigated into customers perspective of service quality in real estate agency in order to increase agents effectiveness and hence better customers satisfaction. services have become more and more important factor for organizations. Most service providers depends on performing the services correctly but also others find services as an important means of differentiation and creating better customer satisfaction. The problem facing many real estate agents is how to meet their clients taste, retain them and be able to gain competitive advantage over others. There is need to know what the consumers actually value so as to meet their needs and probably retain them.

Details of Industry

Services offered by real estate agency: SearchingProperty If you are looking to buy or invest in a residential or commercial property, allow us to open the finest doors for you! we search for a property of your choice from the wide portfolio of residential and commercial property. Leasing/Rental Provides Commercial (Showroom,Offices, Go down etc.), Residential (Bungalows, Flats, Guest House, Pent Houses, Paying Guest), Heritage Properties on Lease to and Individuals. Feature

Gym Indoor games Childrens zone Landscaped pathways & driveways Plush, beautiful surroundings Community hall with services infrastructure Modern security systems Hi speed elevators Backup power for common areas

Marketing Project Marketing of Commercial and Residential Projects Retail Services Comparative Market Analysis an estimate of the home's value compared with others. This differs from an appraisal in that property currently for sale may be taken into consideration (competition for the subject property). Exposure Marketing is the real property to prospective buyers. Facilitating a Purchase Guiding a buyer through the process. Facilitating a Sale Guiding a seller through the selling process.

Indore offers modern facilities and a decent life style at low cost as compared to metro.

It provides individuals with a number of options to spend quality time like, Cultural events, Cinema Halls & Multiplexes (PVR, Inox, Adlabs, Velocity etc), International Standard Malls (3 malls plus 2 emalls and 4 upcoming), Eating Joints (McDonalds & Pizza Huts etc), many 4 star and Classic range of Hotels, Coffee shops (like CCD & Barista), Bowling Alleys, Go Karting and Gaming Centers, Pubs & Water parks.


Longenecker et al (2005) literature of location. One of the important factor that affects quality as identified from literature is location. Location is defined as the position or point in physical space that something occupies on earths surface. Longenecker et al (2005) wrote that the choice of a good location is much more vital to some business than to others. For example, the site chosen for an estate firm can make or break the business because it must be convenient for customers. In contrast, the physical location of the office of a painting contractor is of less importance, since customers do not need frequent access to the facility. A lot of businesses suffer if their site is poorly chosen. According to Buckert (2006), location rules in real estate. One way a company can beat another company in getting sales is by having a superior business location. Good location is very important because more customers can be targeted as they often go to the most convenient place. This in turn can make the business successful, maximize the firms profit and increase its earnings (Kurtus, 2007). Anderson et al (1997) the law of demand, namely that the higher the price of a good, Price is another important factor affecting quality. Anderson et al (1997) stated that the law of demand, namely that the higher the price of a good, the less consumers will purchase, has been termed the most famous law in economics, and the one that economists are most sure of. According to EllisChristensen (2003), price elasticity refers to the amount of money each individual consumer is willing to pay for something. People with lower incomes tend to have lower price elasticity, because they have less money to spend. A person with a higher income is thought to have higher price elasticity, since he can afford to spend more. Generally, goods or services offered at a lower price lead to a demand for greater quantity. Narayanan et al (2003) a strategic part of the marketing process Communication according to Narayanan plays a major role in influencing consumer purchases in new product or services. It plays both informative and a persuasive role over the life cycle of goods and services. It is also a strategic part of the marketing process; the message that is relayed to the customer. Frequent communicating with customers enables one to deliver message to them so that they will react to it. Consumers are affected by the communication a firm has with them. This communication adds to the firms value in the mind of the consumer and builds on their cognitive and emotional ties to the firm. The authors advised that frequent communication should be integrated into customer service process.

Parasuraman et al. (1990) identified three attributes of services which are:


Search properties, experience properties and credence properties. The authors found that consumers typically rely on experience properties when evaluating service quality. The authors concluded that when expected service (ES) is greater than perceived service (PS) [ES > PS], perceived quality is less than satisfactory and the greater the difference between ES and PS is, the more unacceptable the quality is. When ES = PS, perceived quality is satisfactory and when ES < PS, perceived quality is more than satisfactory and will tend toward ideal quality, with increased difference between ES and PS. This means that the consumer is satisfied if his/her expectations are met. Benefield,justin D(2011)sales price, Marketing time & limited service listing Local markets for real estate brokerage services typically exhibit fairly strict pricing.Increased popularity of limited service brokerages provides an opportunity to study any loss in utility by sellers using these firms. Anecdotal evidence suggests that sellers experience a decreased selling price or an increased marketing time when utilizing limited service brokers, but there has been little prior empirical work. This study finds that limited service listings sell for significantly more and spend significantly less time on the market than traditional listings. The price and marketing time impacts vary by home value and local market conditions Snyder & Janson (2011) How Similar Are Real Estate Agents & Human-Service Workers ? A Study of Real Estate Agents Reponses To Distressed Clients The study of job burnout has focused primarily on workers who hold human-service jobs, such as teachers, nurses, and social workers. Little extant research, however, has explored emotional communication and job burnout among workers from other industries. The present study used the empathic communication model of burnout to explore how interactions with distressed clients affect real estate agents feelings of burnout and thoughts of quitting. A total of 287 real estate agents and brokers completed an online questionnaire about their empathic responses to client distress, communicative responsiveness, burnout, and thoughts of quitting. Results indicate that the empathic communication model of burnout offers adequate explanation for the relationship between empathy, communication, and burnout for real estate agents. Practical and theoretical implications of these results are discussed.


The real estate market is becoming more competitive with growing number of developers and with growing demand. The competitive pressure in the mark initiated. The strategy for differentiation as well as buyers is also now more informed on service quality issues. Thus, the study is conducted to evaluate the impact of services offered by these agencies on the customer buying decision process.

The objectives of the study are as follows:To analyze the home buyers perception towards residential real estate services.

To identify factors influencing home buyers preferences for residential real estates.

To gauge home buyers level of satisfaction for residential real estates services.


Research design: A research design is the arrangement of conditions for collection and
analysis of data in a manner that aims to combine relevance to the research purpose Descriptive in nature- research design is descriptive in nature as it involves studying the perceptions and expectations of customers in order to measure the service quality provided by the service provider.

Sampling method:
Convenience sampling

Sampling Size:
Data will be collected from 100 homebuyers.

Sampling Unit: for the sampling area we take the real estate project and his customer of
Indore region

Tools for data Collection:

Primary Data: Primary data for the study will be collected through structured Questionnaire

Null hypothesis (H0A )- there is no impact on customer perception of real estate services offered by agencies. Alternative hypothesis (H1A)-There is a impact of real estate services on the customer choice and preference.

Tools for data analysis

SERVQUAL SCORE ANALYSIS Servqual measures both the expectation and perception of the users of service.Servqual is founded on the view that the customers assessment of service quality is paramount. This assessment is conceptualized as a gap between what the customer expects by way of service quality from a class of service providers and their evaluations of the performance of a particular service provider. SQ is presented as a multidimensional construct.


Gronroos C (1990). From Scientific Management to Service Management: A Management Perspective for the Age of Service Competition, Int. J. Service Ind. Mgt., 5(1): 5-20. Parasuraman A, Zeithaml V, Berry L (1985). A Conceptual Model of Service Quality and its Implications for Future Research, J. Marketing, 49: 41-50. Vicky LS, Webb JR, Whipple TW (2000). Assessment of Real Estate Brokerage Service Quality with a Practicing Professionals Instrument, J. Real Estate Res., 20(1/2): 105-117. Massey, D.S. and Denton, N.A. (1988). The Dimensions of Residential Segregation. Social Forces, 67 (2), 281-315 Watson, T. (2005). Metropolitan growth and neighborhood segregation by income. Seminar Paper, Department of Economics, Williams College. Retrieved: December 6, 2011 M.A. and Ross, S.L. (2005). How racial discrimination affects the search for housing. In The Geography of Opportunity: Race and Housing Choice in Metropolitan America, ed. Xavier de Souza Briggs, 81-100. %3d#db=bsh&AN=70360608 %3d#db=bsh&AN=63248743