Guangzhou Aoyuan Property Management - Owner Satisfaction Study
Company overview
Guangzhou Aoyuan Property Services Co., Ltd. is a wholly-owned subsidiary of Aoyuan Real Estate Group Co., Ltd., with a registered capital of 10 million RMB and holds a national Class II property management qualification. The parent company, Aoyuan Group, is a listed company on the Hong Kong Stock Exchange's Main Board, operating across multiple sectors including real estate development, tourism, cultural and educational services, animation industry, and commercial property management. It is a pioneer in integrated real estate development concepts and a practitioner of urban operations. Aoyuan Property Management is committed to delivering professional and standardized property management services for residential and commercial projects nationwide, continuously enhancing the quality of life for owners.
Research background
As service-oriented approaches have become increasingly prominent in the real estate industry, the quality of property management services has become a key factor in strengthening customer loyalty and enhancing brand value. Guangzhou Aoyuan Property Management aims to conduct a professional research study to systematically understand owners' authentic evaluations of property services across different cities, identify critical weaknesses in current service processes, and drive overall service quality improvements to build a high-satisfaction property management brand image. This study focuses on the service areas most concerning owners, using data-driven insights to improve service delivery and achieve dual gains in customer satisfaction and brand reputation.
Research scope
In December 2013, CEIDEA Research was commissioned by Guangzhou Aoyuan Property Management to conduct large-scale in-home satisfaction surveys in five cities: Shenyang, Shanghai, Zhuzhou, Yulin, and Guangzhou. The study covered a total of 1,500 owners from Aoyuan communities. Survey content included key service areas such as access control and security, cleaning and landscaping, property maintenance, and fire safety management. Through questionnaire and interview methods, the research collected owners' satisfaction ratings, usage experiences, and suggestions regarding various service components. Using the KANO model, service value was categorized and analyzed, while the NPS (Net Promoter Score) model was introduced to assess owners' loyalty and willingness to recommend Aoyuan Property Management, resulting in a multi-dimensional comprehensive evaluation framework.
Expected outcomes
This study will help Guangzhou Aoyuan Property Management comprehensively identify common issues and regional differences across its property management operations in different cities, and clarify the key factors influencing satisfaction. The final report will provide a systematic analysis from five dimensions: overall satisfaction performance, distribution of service elements under the KANO model, NPS analysis results, service deficiency diagnosis, and improvement recommendations. The findings will offer concrete data support and strategic direction for optimizing service processes, strengthening employee training, updating standard operating procedures, and advancing brand development. The research outcomes will provide a solid foundation for Aoyuan Property Management to build a high-quality, customer-centric property management system.
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