Perceptions of real-estate brokers and buyers: A sales-orientation, customer-orientation approach

Perceptions of real-estate brokers and buyers: A sales-orientation, customer-orientation approach

This study evaluated the extent to which real-estate brokers adhere to the marketing concept by engaging in customer-oriented selling. The 24-item SOCO scale and samples of 425 real-estate consumers and 190 real-estate brokers were used to find that conflicting perceptions exist relative to the degr...

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Veröffentlicht in:Journal of business research 1988-09, Vol.17 (2), p.175-187
Hauptverfasser: Dunlap, B.J., Dotson, Michael J., Chambers, Terry M.
Format: Artikel
Sprache:eng
Schlagworte:
Alliances
Consumers
Market strategy
Personal selling
Real estate agents & brokers
Studies
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Beschreibung
Zusammenfassung:This study evaluated the extent to which real-estate brokers adhere to the marketing concept by engaging in customer-oriented selling. The 24-item SOCO scale and samples of 425 real-estate consumers and 190 real-estate brokers were used to find that conflicting perceptions exist relative to the degree to which the brokers and the buyers of residential real estate assess brokers as being customer oriented.
ISSN:0148-2963
1873-7978
DOI:10.1016/0148-2963(88)90050-1