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Is535 Project

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Introduction
The Michigan real estate market is highly competitive. Greater marketing and professionalism is now a requirement in the real estate industry, as is the service provided to procure a successful sale and or purchase. As in the real estate industry, service delivery is complicated by the presence of the customer at the point of service production. The customer contact employee must accommodate uncertainty and variability introduced by the customer, which in the real estate industry is vital to being successful.

Problem Statement

Greater marketing and professionalism is now a requirement in the real estate industry, as is the service provided to procure a successful sale and or purchase. As in the real estate industry, service delivery is complicated by the presence of the customer at the point of service production. The customer contact employee must accommodate uncertainty and variability introduced by the customer, which in the real estate industry is vital to being successful. An understanding and appreciation of consumption and the consumer in real estate services is arguably more important than ever if providers of real estate services are to rise to the competitive pressures building in the sector.

Real estate, as with all service businesses, need to focus on the quality of service as it is becoming an increasingly important differentiator between competing businesses and in many industries, such as real estate, it is often the only core differentiator. Currently the real estate industry does not appreciate the impact that front-line employees have on the service delivery process and the data gathered from this study will contribute substantially to the industry. The business problem facing the real estate industry is the lack of information regarding the impact of the relationship between customer contact employees and the customers’

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