Midea - Residential Property Owner Satisfaction Survey
Company overview
Midea Property Management Co., Ltd. was established in 2000 and is a professional property services company under the Midea Real Estate Group. It operates under Midea Holding Co., Ltd. and holds national Class I property management qualifications. As a vice president unit of the Foshan Shunde Property Management Association, the company is committed to delivering professional, standardized, and human-centered property services under the core philosophy of 'Midea Quality.' The company currently serves a wide range of property types including residential, commercial, office buildings, and urban complexes, fully managing property services for all Midea Real Estate development projects. It continues to enhance urban and community living experiences through high-quality service, building a strong brand presence centered on 'creating a better life for humanity.'
Research background
In an increasingly competitive urban community service environment, the quality of property management directly impacts owner satisfaction and brand loyalty. To further elevate service standards, strengthen client relationships, and establish a regional brand benchmark, the Southwest Region Management Team of Midea Property decided to conduct a systematic satisfaction survey across three residential projects under its portfolio. By precisely understanding residents' satisfaction levels and improvement suggestions regarding various service components, the study aims to identify key service optimization directions and establish a client engagement framework, thereby continuously enhancing the property brand's image and reputation.
Research scope
In July 2019, CEIDEA Research was commissioned by Midea Property Management Co., Ltd. to conduct door-to-door surveys involving over 1,900 households from a total of more than 7,300 residents across three residential communities in the Southwest Region. The survey covered multiple service areas including access control and security, cleaning and landscaping, property maintenance, fire safety management, community cultural and recreational activities, customer service, and residents' expectations for community smartization. The study comprehensively assessed owners' satisfaction with various property service components, collected evaluations on the perceived importance of each service, residents' expectations for smart community features, and specific recommendations for service improvements. Additionally, the survey incorporated loyalty and recommendation intent metrics to evaluate overall service acceptance and client retention potential.
Expected outcomes
This study will comprehensively evaluate current service performance through satisfaction analysis, KANO service characteristic analysis, and NPS customer loyalty modeling, identifying key pain points and service gaps. The final report will provide actionable recommendations for prioritizing service dimension improvements, pathways for enhancing customer loyalty, smart infrastructure development strategies, and directions for community cultural development. These findings will support Midea Property in formulating a systematic plan to improve client satisfaction. The research outcomes will effectively underpin the company's efforts to establish high-quality property management demonstration projects in the Southwest Region, further solidifying its leadership position in the national property services industry.
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