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Analyzing Customer Satisfaction in Real Estate Companies: A Strategic Approach

This study examines how real estate companies prioritize customer satisfaction through analyzing annual reports. By focusing on intentions and actions communicated by CEOs, the study aims to understand the organizational strategies for building long-term customer relations. The research is based on Mintzberg's strategic perspectives and evaluates the soft information conveyed in corporate communications rather than quantitative data. Preliminary findings from Vasakronan's 2007 annual report emphasize a strong emphasis on customer service to enhance relations and maintain customer loyalty.

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Analyzing Customer Satisfaction in Real Estate Companies: A Strategic Approach

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  1. The issue of customer satisfaction in real estate companies Peter Palm Malmö University peter.palm@mah.se

  2. Overall Purpose • Analyse the real estate sectors espoused values regarding customer satisfaction

  3. Study • Map how the customer focus is aspused in the companies’ annual reports • Annual reports of 12 real estate companies for 5 years • CEO´s statement, • Missions and Goals • Corporate information

  4. Measurementapproach • Focus on the written words • Soft information not Hard information • Interest lies in how the organisation communicates it's strategic actions and intentions and not on how the organisation reports it internal

  5. Theoretical basis • Business strategy • Mintzberg et al:s 5 P • Strategy as Plan, Strategy as Pattern, Strategy as Position, Strategy as Perspective and Strategy as Ploy • Strategy as Ploy • Intentions • Actions

  6. Evaluation scheme

  7. Intentions Customer relations are the most critical success factor Vasakronan strive to build long term relations Actions Continue the Systematic work to build long term customer loyalty In house personnel operates the premises to build closes customer contacts Some preliminary findingsVasakronan annual report 2007

  8. Intentions 7 found 12 times mentioned Most frequently mentioned: Focus on service to strengthen customer relations (5 times) Actions 10 found 18 times mentioned Most frequently mentioned: Service offered to maintain satisfied customers (6 times) Some preliminary findingsVasakronan annual report 2007

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