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Relationship marketing by estate agencies in the residential property market of South Africa

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dc.contributor.advisor Ghyoot, V. G. (Valmond George), 1951-
dc.contributor.advisor Strydom, J. W. (Johan Wilhelm), 1952- Rudansky-Kloppers, Sharon 2009-08-25T10:49:11Z 2009-08-25T10:49:11Z 2009-08-25T10:49:11Z 2002-04
dc.identifier.citation Rudansky-Kloppers, Sharon (2009) Relationship marketing by estate agencies in the residential property market of South Africa, University of South Africa, Pretoria, <> en
dc.description.abstract This study investigates relationship marketing by estate agencies in the residential property market of South Africa. In determining the residential estate agency's knowledge of relation­ ship marketing, an extensive literature study was undertaken on the marketing environment and broader market, marketing concept, market segmentation and target marketing, the marketing mix and expansion thereof, as well as customer service and internal marketing. An empirical study was conducted to determine the residential estate agency's present knowledge and practices of the basic components of relationship marketing. In the study a structured questionnaire was mailed to all residential estate agencies which are members of the Estate Agency Affairs Board. The most significant findings are that: the majority of respondents do not have mission statements and do not know what a mission statement is; they set marketing objectives which are communicated to the agents; when appointing new agents they consider the agent's service orientation and ability to work with clients, but qualifications and previous experience are not viewed as important; they train estate agents themselves and emphasise after-sales contact and building of long-term relationships, but do not stress customer behaviour influences; a large percentage do not conduct competitor analyses and view marketing research as unimportant, but are of the opinion that they have superior market knowledge and offer the best service quality; they regard the principles of the marketing concept as important; they engage in a large number of after-sales services, although few realise that contact after occupation is important; they regard the buyer's financial means as important and engage in activities to ensure customer service, but do not have formalised feedback systems to test customer satisfaction; they engage in internal marketing activities, strive to create a positive corporate culture and try to retain good agents. In conclusion it can be said that there is evidence that the principles of relationship marketing are followed by residential estate agencies in South Africa. There are, however, concerns about the long-term commitment of estate agencies towards their clients because of the lack of feedback systems and the lack of in-depth knowledge of the market. en
dc.format 1 online resource (xvii,429 leaves)
dc.language.iso en en
dc.subject Relationship marketing en
dc.subject Estate agencies en
dc.subject Residential property market en
dc.subject Market environment en
dc.subject Marketing concept en
dc.subject Marketing mix en
dc.subject Customer service en
dc.subject After-sales services en
dc.subject Internal marketing en
dc.subject Marketing research en
dc.subject Appointment en
dc.subject Training en
dc.subject.ddc 658.8120968
dc.subject.lcsh Relationship marketing -- South Africa
dc.subject.lcsh Real estate agents -- South Africa
dc.subject.lcsh Real estate agents -- Customer services -- South Africa
dc.subject.lcsh Residential real estate -- South Africa
dc.subject.lcsh Marketing research -- South Africa
dc.subject.lcsh Marketing -- South Africa
dc.title Relationship marketing by estate agencies in the residential property market of South Africa en
dc.type Thesis en
dc.description.department Business Management D. Comm (Business Management)

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