Role of sales representative’s cultural intelligence in enhancing customer satisfaction among the tenants and property buyers in Malaysia
Date
2020-07-24
Journal Title
Journal ISSN
Volume Title
Publisher
IJBMM
Abstract
The purpose of this research is to examine the impact of real estate sales representative’s cultural intelligence on customer satisfaction in Malaysia. A sample size of 535 respondents as customers who have experienced interacting real estate sales representatives was used to collect the relevant data through the convenience sampling method and analyzed using SPSS 21 and AMOS 22 software. The results show that meta-cognitive and cognitive cultural intelligence has no significant impact on customer satisfaction, meanwhile motivational and behavioral cultural intelligence has a significant and positive impact on customer satisfaction. Therefore it was concluded that enhancing the cultural intelligence of sales representatives will increase customer satisfaction among the property buyers and tenants. This study will be useful for the real estate industry and human resource managers to emphasize on selecting employees as sales representatives with high cultural intelligence and connection with the property buyers. Industry players will be able to use this study to design and plan on which aspects of cultural intelligence should be incorporated into their training strategies and policies. Relevant authorities will be able to use this study to formulate relevant human resource development strategies and policies in the real estate and property development sector. Also, education institution will be able to incorporate cultural intelligence-related aspects in their curriculum and teaching to develop and enhance cultural intelligence among the candidates who wish to join real estate and property sector.
Description
Keywords
Management of Marketing