THE EFFECT OF SERVICE QUALITY DIMENSIONS ON CUSTOMER SATISFACTION IN THE REAL ESTATE SECTOR IN MOMBASA COUNTY, KENYA
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Abstract
The real estate sector in Mombasa County is characterized by highly competitive environment where customer satisfaction has become a pivotal factor for organizational survival and growth. Real estate firms were therefore required to ensure that the services they offered continually delivered services that met or went beyond clients’ expectations, helping to build lasting relationships and increase customer loyalty Within service-oriented sectors, several elements of service quality including reliability, responsiveness, assurance, and empathy were widely recognized as key determinants influencing how satisfied customers felt after receiving services. This study sought to examine how different dimensions of service quality influenced customer satisfaction within the real estate sector in Mombasa County. Specifically, the research evaluated the influence of service reliability, responsiveness, assurance, and empathy on the satisfaction levels of customers. The study was anchored on Expectation Confirmation Theory, the Disconfirmation of Expectations Theory, and the Perceived Service Quality Model, which collectively provided a theoretical framework for understanding how perceived service quality shaped customer satisfaction. A descriptive survey design was adopted to collect data on the experiences and perceptions of clients who interacted with real estate firms operating in Mombasa County. The target population comprised approximately 1,200 active clients drawn from leading real estate companies in the county, including more than 700 tenants, 350 property purchasers, and 150 corporate leasing clients. A sample of 300 respondents was selected using proportionate sampling techniques across the different client categories. To ensure the reliability and validity of the research instrument, a pilot test was conducted involving 15 clients from selected real estate firms within Mombasa County. Data collection relied on structured questionnaires. The collected data were processed and analyzed using the Statistical Package for Social Sciences (SPSS version 29). To summarize the collected data, descriptive statistics including frequencies, percentages, and mean values were applied. Further, inferential statistics, namely correlation and regression analysis, were used to determine the relationships and measure the intensity of association between service quality dimensions and customer satisfaction. The findings revealed that all service quality dimensions had a positive and statistically significant effect on customer satisfaction in the real estate sector in Mombasa County. Service reliability emerged as the most predictive factor, indicating that clients highly valued consistent service delivery, timely fulfillment of commitments, and accurate information from real estate firms. Service responsiveness was also found to significantly influence customer satisfaction, as clients appreciated prompt responses to inquiries and quick resolution of service issues. Service assurance contributed significantly to customer satisfaction through professional conduct, competence of staff and the ability of firms to instill trust and confidence among clients. Additionally, service empathy was found to positively influence customer satisfaction as clients valued personalized attention, understanding of their specific needs, and friendly interactions with service providers. It is concluded that service quality dimensions played a critical role in shaping customer satisfaction in the real estate sector in Mombasa County. Firms that demonstrated high levels of reliability, responsiveness, assurance, and empathy were more likely to achieve higher levels of customer satisfaction and long-term client retention. The study recommended that real estate firms in Mombasa County should prioritize improving service reliability by ensuring accurate property information, honoring contractual commitments, and delivering services within agreed timelines.
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References
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