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AN ANALYSIS OF REAL ESTATE CONSUMERS’ PERCEPTION OF SERVICE QUALITY IN ESTATE AGENCY PRACTICE IN LAGOS METROPOLIS, NIGERIA
ABSTRACT
The role of real estate consumers in estate agency practice cannot be over-emphasized. They are involved in service production and affect the overall service delivery. This study provides an analysis of the real estate consumers’ perception of service quality in Lagos metropolis, Nigeria for the purpose of creating better consumers’ satisfaction and improving service quality in the real estate agency market. The data collection instrument adopted for this study was self-administered questionnaires. A survey of 203 real estate consumers revealed what real estate consumers actually value in real estate agency service delivery but are lacking on the part of real estate agents. Findings indicated five key components to consumers’ satisfaction in real estate agency in the study area. These components are: “courtesy”, “provided service as promised”, “frequent communications”, “exact time services would be performed” and “personal attention”. These components contribute to consumers’ satisfaction and the ability to attract repeat businesses in real estate agency in Lagos metropolis.
Key words: real estate consumers, real estate agents, consumers’ satisfaction, consumers’ perception, service quality, Lagos metropolis.