SATISFACTION, TRUST AND COMMITMENT AS DIMENSIONS OF LOYALTY IN REAL ESTATE COMPANIES

摘要

Relationship marketing activities are assessed in the end according to the profitability obtained by the company. However, the calculation of the obtained profit includes a lot of variables which are not related to the marketing activities. In these circumstances, it is more appropriate to perform the assessment of the results of the marketing activities at a more concrete level, by studying their possible determining factors. Some of the most important factors that determine customer loyalty are: Satifaction, Trust and Commitment.This article has two parts : a qualitative research stage and a quantitative research The stage of qualitative research consists of analyzing the research literature from this domain, which highlights the dimensions of Loyalty Construct, relevant for the real estate field. The stage of quantitative research aims at testing the proportion of content validity for the most commonly used variables in the real estate field of practice. The results describe an estimation of the dimensions of the Loyalty Construct for the case of real estate services.