Browse > Article
http://dx.doi.org/10.9728/dcs.2018.19.7.1365

An Empirical Study on the Importance of Sales Agency in Apartment Sale by AHP and Fuzzy Analysis  

Park, Hyung Nam (Real Estate Science, Jeonju University)
Eum, Soo Won (Real Estate Science, Jeonju University)
Publication Information
Journal of Digital Contents Society / v.19, no.7, 2018 , pp. 1365-1372 More about this Journal
Abstract
The purpose of this study is to analyze the importance of the determinants of housing sales agency's role in the sale of apartment housing. For this purpose, a hierarchical decision model was constructed to understand the role and importance of the sales agency. The analytical variable items structured by the research model were set up through literature review, precedent research, and expert brainstorming. The questionnaire consisted of two comparisons for AHP analysis and the importance of absolute importance for fuzzy analysis. Afterwards, the work of correcting the importance was carried out. As a result of the analysis, it was found that the contractor prioritized the sale conditions and the sales agency had priority over the planning for the sale. As a result of analysis, planning of customer pre-sale counseling data, planning of client subscription and contract maximization plan, planning method of advertisement public media method were found to be the most important factors. The results of measurement of absolute importance(fuzzy) & relative importance(,AHP) showed similar tendency. Therefore, it can be seen that the timing of the model house operation is an important period in which the subscription rate depends on the role of the sales agency and the marketing strategy.
Keywords
sales agency; AHP(Analytic Hierarchy Process); empirical study;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Sentence 98도1914, http://www.scourt.go.kr, 1997. 7. 23.
2 Kang Dong Hyeon et al., Real estate business start-up story for beginners, Hyeolsul Publisher, p.203.m 2006.
3 Kang Dong Hyeon et al., Real estate business start-up story for beginners, Hyeolsul Publisher, p.203., 2006.
4 Back Min Seok et al., A Study on the Influence of Marketing Activities on Apartment Market Competition, Housing Reseach, Vol.19, No.3., pp.149-170, 2011.
5 Seo Jin Ho et al., A Study on the Factors Determining the Early Sale Rate of Apartments, Doctoral Thesis at Dong-Eui University. pp.101-102., 2014.
6 Lee Sung Soo et al., A Study on Prediction of Initial Contract Rate of Private Apartment Project, Journal of Construction Engineering and Project management Vol.16, No.4., pp.3-11, 2015.
7 Lee Chung Woo, A Study on the Influence of Apartment Characteristics on the Sales Performance, Doctoral Thesis at Jeon-jui University, pp.125-127, 2016.
8 Kim Hyeung Jun et al., The effect of housing price fluctuation and marketing on sale, Korean Urban Management Association, pp.87-102, 2015.
9 Oh Se Jun et al., AHP analysis of marketing communication activities for apartment sale, Residential Environment Vol 15., No.3. pp.255-266, 2017.   DOI
10 Song In Gyu et al.,, The effect of purchasing decision factors on purchase intention, Global Business Administration Review, pp.111-125, 2017.
11 Sin Se Duk et al., Problems and Tasks of the Operation of Real Estate Sale Business, Korea Real Estate Academy Vol.44, pp.150-116, 2010.