E-Marketing Communication and Loyalty in Real Estate Customers Based on Their Income
- Juan R. Gutiérrez-Velasco
- David Cabral-Olmos
- José T. Marín-Aguilar
Abstract
The real estate industry is one of the most profitable activities worldwide, for instance, GDP-wise in 2020 it had a share of 5.8% within the Mexican economy, that is above 62 billion dollars (Statista, 2022; The World Bank, 2022). An activity with such relevance should keep up with world trends such as digitalization, e-commerce, and communication especially during the pandemic. COVID-19 accelerated the need of a multichannel integration in order to compete in today’s fierce competition. Digitalization has helped companies and people to find each other allowing them to communicate and exchange value, all of these resulting in long relationships. The problem analyzed within this research is made up of the little knowledge the realtors have regarding digital tools and how they can use them in their daily work activities as well as the effect they may have. Therefore, the purpose of this study is to analyze the influence of e-marketing communication on customer’s loyalty in the real estate business and to find out if there are any variations in terms of people's income. PLS-SEM was used so as to determine the link between each of the constructs in the proposed model, results show that e-marketing communication has a favorable and significant impact on customer loyalty, and that this influence is related to people's income.
- Full Text:
PDF
- DOI:10.5539/ibr.v15n6p17
Journal Metrics
h-index (January 2024): 102
i10-index (January 2024): 947
h5-index (January 2024): N/A
h5-median(January 2024): N/A
( The data was calculated based on Google Scholar Citations. Click Here to Learn More. )
Index
- Academic Journals Database
- ACNP
- ANVUR (Italian National Agency for the Evaluation of Universities and Research Institutes)
- CNKI Scholar
- COPAC
- CrossRef
- EBSCOhost
- EconBiz
- ECONIS
- EconPapers
- Elektronische Zeitschriftenbibliothek (EZB)
- EuroPub Database
- Excellence in Research for Australia (ERA)
- Genamics JournalSeek
- Google Scholar
- Harvard Library
- IBZ Online
- IDEAS
- Infotrieve
- Kobson
- LOCKSS
- Mendeley
- MIAR
- Norwegian Centre for Research Data (NSD)
- PKP Open Archives Harvester
- Publons
- Qualis/CAPES
- RePEc
- ResearchGate
- ROAD
- Scilit
- SHERPA/RoMEO
- SocioRePEc
- Technische Informationsbibliothek (TIB)
- The Keepers Registry
- UCR Library
- Universe Digital Library
- ZBW-German National Library of Economics
- Zeitschriften Daten Bank (ZDB)
Contact
- Kevin DuranEditorial Assistant
- ibr@ccsenet.org