Jingming Real Estate - Resident Satisfaction Survey
Case Details
Company Profile Guangzhou Jingming Investment Co., Ltd. is a modern, large-scale private enterprise centered on real estate development, with business operations spanning architectural design, construction, landscape planning, sales planning, and property management. Originating from a construction company, the company has rapidly expanded over the years, achieving sales revenue exceeding RMB 2 billion by 2006 and a total under-construction area of 2.5 million square meters by 2007, establishing itself as one of the most influential real estate developers in South China. Jingming Investment operates over 20 wholly-owned and controlled subsidiaries, with business operations covering Guangzhou, Zengcheng, Zhongshan, and Zhaoqing, among other regions, forming a complete real estate development and service value chain. Background As the real estate market matures and consumer awareness of rights protection strengthens, enhancing customer satisfaction has become a core strategic objective for real estate developers seeking to solidify brand image, drive product optimization, and improve service quality. Jingming Real Estate commissioned CEIDEA Research to conduct a comprehensive resident satisfaction survey across its 11 residential communities located in Guangzhou, Zengcheng, Zhongshan, and Zhaoqing, covering nearly 8,000 households. The study focuses on residents' evaluations of housing design, building quality, landscaping, facility amenities, property service response times, and management attitudes. A combination of questionnaire surveys and in-depth interviews was employed to ensure both breadth and depth of data collection. Additionally, a satisfaction metrics framework was established to enable cross-project benchmarking, identifying weaknesses in service and product offerings, and providing targeted recommendations for improvement. Research Scope In July 2012, CEIDEA Research was commissioned by Jingming Real Estate to conduct a resident satisfaction survey across 11 residential communities located in Guangzhou, Zengcheng, Zhongshan, and Zhaoqing, involving nearly 8,000 households. The survey primarily assesses residents' perceptions of housing design, building quality, landscaping, facility amenities, property service response efficiency, and management conduct. A mixed-method approach combining structured questionnaires and in-depth interviews was adopted to ensure comprehensive and insightful data. Through the development of a standardized satisfaction evaluation framework, comparative analysis across projects was conducted to identify service and product deficiencies, and actionable recommendations for improvement were proposed.
Expected outcomes
The research report will provide Jingming Real Estate with concrete improvement directions for product planning and development, driving optimization in residential design, construction quality, and facility functionality. Additionally, by integrating resident feedback on property management services, the study will offer data-driven insights to enhance property management models and refine service processes, ultimately improving overall customer satisfaction and brand reputation. These outcomes will serve as a solid foundation for the company's sustainable growth and market expansion.
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