Presentation and validation of customer experience management model in real estate marketing

Improving customer attitudes is a necessary condition for success in achieving real estate marketing goals, which can be achieved through customer experience management. The purpose of this study is to present and validate the customer experience management model in real estate marketing. The current study is an applied-developmental study in terms of its purpose, and in terms of the method and time frame of data collection, it is a cross-sectional survey research. A questionnaire was used to collect data. The reliability of the questionnaire has been checked using Cronbach's alpha and composite reliability. Also, content validity and convergent validity have been used to validate the questionnaire. The statistical population of this research includes real estate marketing managers in the model presentation section and real estate customers in the model validation section. In the first step, an initial model was designed using structural-interpretive modeling. The structural equation model method and AMOS software have been used to validate and present the final model. The results showed that the mixed variables of marketing and customerism have a high power of influence and have a low influence, so they are independent variables. The variables of customer trust and customer experience also have the same influence and dependence, so they are linked variables. The real estate marketing variable also has high dependence but little influence, so it is considered a dependent variable. Therefore, it can be acknowledged that the combined components of marketing and customerism affect customer trust and customer experience.