• Brand Loyalty to Housing Brokerage Firms -From Buyers’ Viewpoint

Abstract

This study focuses on factors affecting consumers’ brand loyalty toward housing brokerage firms. According to literature review, this study proposed five factors as the research models , and applied the structural equation model (SEM) to explore how these factors affect brand loyalty of realtors. The research subjects were the consumers who have purchased houses through housing brokerage firm in Kaohsiung City, Taiwan. A total of 700 questionnaires were released and 342 valid questionnaires were retrieved. The effective response rate was 46.21%. The findings indicted that: brand trust and consumer satisfaction have positive influences on brand loyalty; information disclosure has no direct impact on brand loyalty effect, but has indirect influence on brand loyalty through brand trust, perceived risk, and customer satisfaction; perceived risk has negative influence on brand loyalty.

Keywords: Switching Cost, Information Disclosure, Brand Loyalty, Housing Brokerage

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