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5 (2) 2015

Impact of relations between employees and customers to the customers’ positive word-of-mouth in real estate industry


Author - Affiliation:
Phan Nhat Nam - Ho Chi Minh City Open University , Vietnam
Nguyen Minh Ha - Ho Chi Minh City Open University , Vietnam
Nguyen Huu Dung - Ho Chi Minh City Open University , Vietnam
Corresponding author: Phan Nhat Nam - kim.npt@ou.edu.vn

Abstract
The study aims to explore and measure the relationship between employees and customers impacting positively to the word-of-mouth of customers who bought house from the real estate developers in Ho Chi Minh City. The study was based on survey data from 300 customers who bought house from the real estate developers in Ho Chi Minh City and using techniques of Cronbach Alpha analysis and Exploratory Factor Analysis (EFA). The study shows 4 factors of customer relationship affecting positively customers’ word-of-mouth, including: (1) Familiarity; (2) Personal connection; (3) Care; (4) Trust. From the findings, the study suggests some policy implications to the real estate developers to improve the customers’ positive word-of-mouth.

Keywords
Caring; Familiarity; Relationship between Employee and Customer; Personal connection; Trust; Word-of-Mouth.

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.5.2.63.2015
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