Titel: Att leda i en komplex miljö med Competing Values Framework. En studie av ledarroller i den svenska fastighetsmäklarbranschen. Nivå: Kandidatexamen i företagsekonomi Författare: Artur ter Harkel, Alessandro Schillaci Handledare: Dr. Monika Wallmon Datum: Juni 2022 Syfte: Syftet med denna studie är att kartlägga ledarskap inom den svenska fastighetsmäklarbranschen med hjälp av Competing Values Framework (CVF). Metod: Arbetet har en kvantitativ utgångspunkt med en deduktiv ansats. Enkätundersökningen utformades efter en tvärsnittsdesign med slutna frågor. Ett icke-sannolikhetsurval med frivilligt deltagande användes för att göra urvalet. CVF är det teoretiska ramverk som har används för att studera ledarskapet och identifiera ledarroller. Resultat & Slutsats: Resultatet visar att Rational Goal Model (RGM) var den kvadrant som var mest representerad bland branschens ledare. Ledarna tillfredsställs av produktivitet och stimulerar prestation hos de anställda. Detta resultat är inte konstigt med tanke på den konkurrens som råder inom branschen. Det blir en självklarhet att fokusera på prestation och ha tydliga målsättningar. Human Relations Model (HRM) och Open System Model (OSM) är två andra kvadranter som är väldigt centrala för branschens ledare. Den genomsnittliga ledaren i branschen förstår vikten av att leda anställda på ett diplomatiskt och rättvist sätt och att söka efter innovativa lösningar. Internal Process Model (IPM) är den kvadrant som återfinns minst bland branschens ledare. Konservativt beslutsfattande och förutsägbara handlingar är inte vanligt förekommande i branschen. Vidare har den genomsnittliga ledaren i branschen förstått vikten av att kombinera flera kvadranter. Ledarna kombinerade HRM med RGM för att skapa rollen Caring confrontation och OSM med IPM för att skapa Practical vision. En ledare ska däremot inte fokusera för mycket på individuella roller i CVF, att enbart fokusera på RGM kan vara ansträngande och förtryckande för en anställd. Bidrag: CVF prövas på nytt i en bransch där den till vår vetskap inte har tillämpats tidigare. En intressant implikation av denna studie är att fastighetsmäklarbranschens ledare kan göra en självutvärdering av sitt ledarskap för att avgöra hur deras ledarstil jämförs med resultatet i denna studie.  Förslag till vidare forskning: Resultatet indikerar att ledarna kombinerar HRM med RGM och OSM med IPM. Detta väcker frågan på vilket sätt detta sker. Framtida studier kan genomföra en fältstudie på ett fastighetsmäklarkontor för att få en bättre förståelse för hur ledarna kombinerar dessa kvadranter i den dagliga driften. Framtida studier kan även använda CVF för att undersöka vilken företagskultur som råder inom fastighetsmäklarbranschen. Vidare kan Quinn’s utvärderingsmetod användas både för självutvärdering och utvärdering av andra. Framtida studier kan baseras på att anställda i fastighetsmäklarbranschen utvärderar sina ledare. Nyckelord: Ledarskap, Fastighetsmäklare, Competing Values Framework, Paradoxalt ledarskap, Beteendemässig komplexitet. / Title: Managing Complexity - a Competing Values Framework Approach. A Study of Leadership Roles in the Swedish Real Estate Business. Level: Bachelor of Business Administration Authors: Artur ter Harkel, Alessandro Schillaci  Supervisor: Dr. Monika Wallmon Date: June 2022 Aim: The purpose of this study is to survey leadership in the Swedish real estate industry with the Competing Values Framework (CVF).  Method: This study has a quantitative and deductive approach. The survey was based on a cross-sectional study with closed questions. Non-probability sampling with voluntary participation was used to make the sample. CVF is the theoretical framework that has been used to study leadership and to identify leadership roles.  Results & Conclusions: The results show that the Rational Goal Model (RGM) quadrant was most represented among the managers. Productivity and performance among employees is important, which is not surprising given the competition that prevails in the industry. Focusing on achievements and having clear goals becomes a logical consequence of a highly competitive market. Furthermore, the Human Relations Model (HRM) and Open System Model (OSM) quadrants were well represented among the managers. These managers understand the importance of managing their employees in a diplomatic, fair manner and seek innovative solutions. The Internal Process Model (IPM) quadrant was least represented among the managers. Predictable actions and conservative decision-making are not common in this line of business. Moreover, the average manager has understood the importance of combining quadrants to create new leadership roles. The HRM and RGM quadrants were combined to create the role Caring confrontation and the OSM and IPM quadrants were combined to create Practical vision. Accordingly, a manager should not have too much emphasis on individual quadrants of the CVF. For instance, too much emphasis on RGM can be exhausting and oppressing for an employee.  Contribution of thesis: To our knowledge, CVF is used in a line of business where it has not been applied before. An interesting implication of this study is that managers can make a self-assessment of their leadership to determine how their leadership style compares with the results of this study.  Suggestions for future research: The results indicate that managers combine HRM with RGM and OSM with IPM. This raises the question how this really is done by the managers. Future research may conduct a field study of a real estate office to gain a better understanding of how leaders combine these quadrants in day-to-day operations. Another interesting aspect to address is that CVF is a broad tool. Future research may investigate the corporate culture that prevails in the industry. Furthermore, Quinn’s self-assessment tool can be used for both self-assessment and the assessment of others. This study only focuses on self-assessment. Future studies could be based on employees evaluating their managers.  Keywords: Leadership, Real estate agents, Competing Values Framework, Paradoxical leadership, Behavioral complexity.

Title: The real estate agent’s creation of trust in customer meetings and the importance of communication in housing deals - A study that highlights language barriers in the real estate industry. Subject: Real Estate Science, Bachelor Thesis 15 credits Authors: Olivia Kultanen & Yasmine Osman Supervisor: Peter KarpestamDate: Spring term 2022 Aim: The aim of this study is to investigate how real estate agents create trust in customer meetings and what problems that can arise in the sales agreement between the broker and the seller, but also how brokers deal with difficult communication in terms of language barriers. Method: This study has applied a qualitative approach. The empiricism is based on six in-depth interviews with real estate agents who are operating in Sweden. Result & conclusions: The result shows that real estate agents create trust through clear feedback in their communication, but also how sincere and adaptable the agent is to the customer and his needs. The study establishes the approach of brokers when language barriers occur by being extremely clear, giving examples, shortening and using simple language in order for the message to reach the customer. The real estate agent adapts their language to the customer's conditions Contribution of the thesis: The study contributes to a deeper understanding of how to bridge miscommunication in the real estate industry between active real estate agents and customers and the creation of trust in customer meetings. Finally, suggestions are presented over how real estate agents handle language barriers that have arisen. Suggestions for future research: As a suggestion, future research could investigate the customers perspective regarding the influence of trust on the choice of brokerage firm. A3comparison between a smaller brokerage firm and a larger one could be made to see if there are differences regarding the trust of the various businesses. From a customer perspective, do you have more trust in the large, well-known brokerage chain or the smaller brokerage firm in the local area? / Titel: Fastighetsmäklarens skapande av förtroende i kundmöten och kommunikationens betydelse i bostadsaffärer - En studie som belyser språkbarriärer inom fastighetsmäklarbranschen. Ämne: Fastighetsvetenskap, Kandidatuppsats 15 hp Författare: Olivia Kultanen & Yasmine Osman Datum: VT 2022Handledare: Peter Karpestam Syfte: Syftet med denna studie är att undersöka hur fastighetsmäklare skapar förtroende i kundmöten och vilken problematik som kan uppstå i förmedlingsuppdrag, samt hur fastighetsmäklare går tillväga för att hantera försvårad kommunikation i form av språkbarriärer. Metod: Föreliggande studie har applicerat en kvalitativ forskningsansats. Empirin är baserad på sex djupgående intervjuer med fastighetsmäklare som är verksamma runt omkring i Sverige. Resultat & Slutsats: Resultatet visar att fastighetsmäklare skapar förtroende genom tydlig återkoppling i sin kommunikation, men även hur uppriktig och anpassningsbar mäklaren är efter kunden och dennes behov. Studien fastställer fastighetsmäklares tillvägagångssätt när språkförbistringar förekommer genom att vara väldigt tydlig, exemplifiera, korta ner och använda sig av enkelt språk för att budskapet ska nå fram till kunden. Fastighetsmäklaren anpassar sitt språkbruk till kundens förutsättningar. Uppsatsens bidrag: Studien bidrar till djupare förståelse kring hur man kan överbrygga misskommunikation inom fastighetsmäklarbranschen mellan verksamma mäklare och kunder samt vikten av skapande av förtroende i kundmöten. Slutligen presenteras förslag över hur1fastighetsmäklare hanterar uppkomna språkbarriärer.Förslag på framtida forskning: Förslagsvis skulle framtida forskning kunna undersöka uppdragsgivarens perspektiv gällande förtroendets påverkan på val av mäklarfirma. En jämförelse mellan ett mindre fastighetsmäklarföretag gentemot ett större skulle kunna göras för att se om det finns skillnader kring de olika verksamheternas förtroende. Har man utifrån ett kundperspektiv mer förtroende för den stora välkända mäklarkedjan eller det mindre mäklarföretaget som finns på den lokala orten?

Bakgrund: Fastighetsmäklare är en yrkesroll som förmedlar fastighetstjänster. Som en registrerad fastighetsmäklare är innehas behörig till att förmedla kommersiella lokaler, bostadsrätter, villor och tomträtter. För att bli en registrerad fastighetsmäklare i Sverige krävs en utbildning inom fastigheter om två till tre år samt en praktik på tio veckor. Problemet som den här studien kommer se mer specifikt på är faktumet att det är fastighetsmäklare som väljer att lämna sitt yrke och göra någonting annat, detta trots den tid och ansträngning som krävs för att bli en.  Syfte: Syftet med detta arbete är att kartlägga och utforska vad Kungliga Tekniska Högskolan examinerade studenter inom programmet Fastighetsutveckling med Fastighetsförmedling gör efter examen, om de är fastighetsmäklare i dagsläget eller om de valt att ta en annan riktning. Denna kartläggning görs genom att undersöka dess bakomliggande faktorer. Metod: Med hjälp av intervjuer har kunskap inom de centrala begreppen bearbetats. Dessa intervjuer har gjorts med examinerade studenter från Kungliga Tekniska högskolan.  Teori: Trots att vägen till att bli registrerad fastighetsmäklare är lång och svår tenderar många att lämna tanken om att bli en fastighetsmäklare efter examen. Eventuella orsaker kan vara provisionen eller ohälsa.  Analys: Genom att jämföra teorierna och intervjuerna, om varför en viss person tenderar att lämna yrket som fastighetsmäklare, fann vi att det är mer än provision och ohälsa som är skälen. Uppenbarligen finns det skäl som föräldraledighet, arbetstider och person job fit.  Resultat och slutsats: Som ett resultat fann vi att anledningarna till varför en student lämnar fastighetsmäklaryrket beror främst på provision, ohälsa, föräldraledighet, arbetstid och person job fit. Det är mestadels en kombination av alla dessa snarare än enbart en enstaka. Även om studenten för närvarande inte är en fastighetsmäklare, arbetar denne fortfarande inom fastighets- och finansområdet. Sammanfattningsvis anser vi att det till största del beror på att skolan och fastighetsmäklarens respektive kontor inte förbereder studenten tillräckligt för yrket. / Background: Real estate agents are people who provide real estate services. As a registered real estate agent you can mediate commercial facilities, condominiums, houses and land. To become a real estate agent in Sweden it requires an education within real estates that runs two to three years. The problem that this study is going to look more into is the fact that there are real estate agents who quit their jobs and do something else, regardless of the time and effort they have put into becoming one.  Aim: The purpose of this work is to map and explore what the Royal Institute of Technology students in the program of Real Estate and Agency do after graduation, if they are Real Estate Brokers at present or if they have chosen to take a different path. This mapping is done by examining its underlying factors.  Method: With help from conducted interviews knowledge has been gained within the central themes of the study. This has been made by graduates from the Royal Institute of Technology. Theory: Even though the path to become a registered real estate broker is long and hard, many people tend to leave the idea of becoming a real estate broker after graduation. The reasons might be the commission or ill health.  Analysis: By comparing the theories and the interviews made, of why a certain person tends to leave the profession -real estate broker. We found that it is more than just commission and ill health as reasons, apparently, there are reasons such as parental leave, worktime, person job fit.  Result and Conclusion: As a result, we found that the reasons why a student leaves the profession - real estate broker is mainly because of commission, ill health, parental leave, work times, and person job fit. It is mostly a combination of all these rather than one alone. And even if the student is currently not a real estate broker, he/she is still working in the area of real estate and finance.  In conclusion, we think it mostly is because the school and the respective office of the real estate broker are not preparing the student enough for the profession.

This study investigates relationship marketing by estate agencies in the residential property market of South Africa. In determining the residential estate agency's knowledge of relation­ ship marketing, an extensive literature study was undertaken on the marketing environment and broader market, marketing concept, market segmentation and target marketing, the marketing mix and expansion thereof, as well as customer service and internal marketing. An empirical study was conducted to determine the residential estate agency's present knowledge and practices of the basic components of relationship marketing. In the study a structured questionnaire was mailed to all residential estate agencies which are members of the Estate Agency Affairs Board. The most significant findings are that: the majority of respondents do not have mission statements and do not know what a mission statement is; they set marketing objectives which are communicated to the agents; when appointing new agents they consider the agent's service orientation and ability to work with clients, but qualifications and previous experience are not viewed as important; they train estate agents themselves and emphasise after-sales contact and building of long-term relationships, but do not stress customer behaviour influences; a large percentage do not conduct competitor analyses and view marketing research as unimportant, but are of the opinion that they have superior market knowledge and offer the best service quality; they regard the principles of the marketing concept as important; they engage in a large number of after-sales services, although few realise that contact after occupation is important; they regard the buyer's financial means as important and engage in activities to ensure customer service, but do not have formalised feedback systems to test customer satisfaction; they engage in internal marketing activities, strive to create a positive corporate culture and try to retain good agents. In conclusion it can be said that there is evidence that the principles of relationship marketing are followed by residential estate agencies in South Africa. There are, however, concerns about the long-term commitment of estate agencies towards their clients because of the lack of feedback systems and the lack of in-depth knowledge of the market. / Business Management / D. Comm (Business Management)

This study investigates relationship marketing by estate agencies in the residential property market of South Africa. In determining the residential estate agency's knowledge of relation­ ship marketing, an extensive literature study was undertaken on the marketing environment and broader market, marketing concept, market segmentation and target marketing, the marketing mix and expansion thereof, as well as customer service and internal marketing. An empirical study was conducted to determine the residential estate agency's present knowledge and practices of the basic components of relationship marketing. In the study a structured questionnaire was mailed to all residential estate agencies which are members of the Estate Agency Affairs Board. The most significant findings are that: the majority of respondents do not have mission statements and do not know what a mission statement is; they set marketing objectives which are communicated to the agents; when appointing new agents they consider the agent's service orientation and ability to work with clients, but qualifications and previous experience are not viewed as important; they train estate agents themselves and emphasise after-sales contact and building of long-term relationships, but do not stress customer behaviour influences; a large percentage do not conduct competitor analyses and view marketing research as unimportant, but are of the opinion that they have superior market knowledge and offer the best service quality; they regard the principles of the marketing concept as important; they engage in a large number of after-sales services, although few realise that contact after occupation is important; they regard the buyer's financial means as important and engage in activities to ensure customer service, but do not have formalised feedback systems to test customer satisfaction; they engage in internal marketing activities, strive to create a positive corporate culture and try to retain good agents. In conclusion it can be said that there is evidence that the principles of relationship marketing are followed by residential estate agencies in South Africa. There are, however, concerns about the long-term commitment of estate agencies towards their clients because of the lack of feedback systems and the lack of in-depth knowledge of the market. / Business Management / D. Comm (Business Management)

Titel: Varför väljer fastighetsmäklare att byta bransch?Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Anna Sjögren och Emma ÖhmanHandledare: Dr. Jonas Kågström och biträdande Martin AhleniusDatum: 2021 - juni  Syfte: Syftet med denna studie är att undersöka hur motivationsfaktorerna yttre motivation, inre motivation, Grit – passion och uthållighet för långsiktiga mål, och relationsbyggande påverkar svenska fastighetsmäklares jobbtillfredsställelse och avsikt att byta bransch.  Metod: Denna studies metod är av kvantitativ karaktär med ett deduktivt synsätt, där datan har insamlats med hjälp av en webbaserad enkät. Enkäten har skickats ut till urvalet, bestående av 4497 stycken svenska fastighetsmäklare, av hela populationen på 7110 stycken fastighetsmäklare. Totalt resulterade enkäten i 932 svar, där 910 av dessa kunde användas. För att analysera datan har statistikprogrammen Jamovi och Smart PLS använts. För att kunna redovisa och tolka resultatet har deskriptiva analyser gjorts, bivariata korrelationsanalyser, faktoranalyser samt strukturella ekvationsmodelleringar.  Resultat & slutsats: Undersökningen visar på aggregerad nivå att Grit i hög grad påverkar den inre motivationen och att inre motivation är den faktor som har störst betydelse för en fastighetsmäklares upplevda jobbtillfredsställelse. Jobbtillfredsställelse i sin tur är den faktor som påverkar deras avsikt att byta bransch mest. Men, undersökningen visar även att jobbtillfredsställelse påverkar den yttre motivationen och att yttre motivation påverkar avsikten att byta bransch. Dessutom påverkas jobbtillfredsställelsen av faktorn relationsbyggande. Dessa motivationsfaktorers betydelse varierar dock beroende på olika demografiska variabler. Utifrån resultatet och hypotesprövningen, togs en egen modell fram, som benämns ”REAMF-modellen”.  Examensarbetets bidrag: Denna studie bidrar med kunskap om vilka motivationsfaktorer som påverkar svenska fastighetsmäklares avsikt att byta bransch. Denna studies resultat är också användbart i praktiken för ledare inom branschen. Genom att som ledare veta vilka motivationsfaktorer som motiverar de enskilda anställda fastighetsmäklarna, kan passande motivationsstrategier framtas för just dessa, för att öka deras upplevda jobbtillfredsställelse, för att därmed minska deras avsikt att byta bransch.  Förslag till fortsatt forskning: Denna studies motivationsfaktorer förklarar ca 40% av varför svenska fastighetsmäklare har för avsikt att byta bransch. Det hade varit intressant att undersöka fler motivationsfaktorer som kan påverka detta val. En replikering av denna studie, i något annat land, efterfrågas också till vidare forskning. Slutligen vore det intressant att se om REAMF-modellen är applicerbar på andra yrken. / Title: Why do real estate agents choose to leave the industry?Level: Student thesis, final assignment for Bachelor Degree in Business Administration Authors: Anna Sjögren and Emma ÖhmanSupervisors: Dr. Jonas Kågström and assistant Martin AhleniusDate: 2021 - June  Aim: The purpose of this study is to examine how the motivational factors extrinsic motivation, intrinsic motivation, Grit – passion and perseverance for long-term goals, and relationship building affect Swedish real estate agents' job satisfaction and turnover intention.  Method: This study is based on a quantitative research method with a deductive approach, where the data has been collected using a web-based survey. The survey was sent to the sample, consisting of 4497 Swedish real estate agents, of the entire population of 7110 real estate agents. The survey resulted in 932 respondents, of which 910 could be used. To analyze the data, the statistical programs Jamovi and Smart PLS have been used. To interpret the study’s results, descriptive analyzes have been performed, bivariate correlation analyzes, factor analyzes and structural equation modeling.  Result & Conclusions: The result of this study shows at an aggregate level that Grit highly influences the intrinsic motivation and that intrinsic motivation is the factor that mostly affects the perceived job satisfaction. Job satisfaction in turn is the factor that affects turnover intention the most. But, the result also shows that job satisfaction affects extrinsic motivation, and that extrinsic motivation affects turnover intention. In addition, job satisfaction is affected by the factor relationship building. However, the significance of these motivational factors varies depending on different demographic variables. Based on the results and the hypothesis test, a separate model was developed, which is called the “REAMF model”.  Contribution of the thesis: This study contributes to knowledge about which motivational factors that affect Swedish real estate agents' turnover intention. The results of this study are also useful in practice for the employers. By knowing which motivational factors that motivate the individual real estate agents, appropriate motivational strategies can be developed to increase their perceived job satisfaction, and accordingly decrease their turnover intention.  Suggestions for future research: This study's motivational factors explain about 40% of Swedish real estate agents turnover intention. Further research is suggested to examine other motivational factors that may affect turnover intention. A replication of this study, in another country, is also requested for further research. Finally, it would be interesting to see if the REAMF-model is applicable in other industries.

Residential property not only provides in the basic needs of a person, but is also an indicator of an individual's wealth. The buying and selling of immovable property is complicated and the average person relies on the services of estate agents and banks. The research problem was formulated as follows: Property valuers and estate agents with access to the same information sources determine different market values for the same property. The research problem was researched by means of a literature study and empirical study. The methodology used by property valuers was described in the literature study. How estate agents determine the value of property was researched by means of an empirical study. From the literature study a model was proposed to determine the value of residential property. The information gathered in the empirical study was compared with this model to provide an answer to the research problem. OPSOMMING Residensiële eiendom voorsien nie net in een van die mees basiese behoeftes van 'n mens nie, maar is ook een van die grootste aanduiders van 'n individu se welvaart. Die koop en verkoop van onroerende eiendom is 'n ingewikkelde en die deursnee persoon maak daarom van eiendomsagente en banke gebruik. Die navorsingsprobleem is as volg geformuleer: Eiendomswaardeerders en eiendoms¬agente met toegang tot dieselfde inligtingsbronne bepaal verskillende waardes vir die¬selfde eiendom. Die navorsingsprobleem is deur middel van ʼn literatuurstudie en ʼn empiriese ondersoek nagevors. Die werksaamhede en metodologie wat eiendomswaardeerders gebruik, is aan die hand van die literatuurstudie beskryf. Hoe eiendomsagente te werk gaan om die waarde van eiendom te bepaal is deur middel van ʼn empiriese ondersoek nagevors. Uit die literatuurstudie is daar ʼn model voorgestel vir die bepaling van die waarde van residensiële eiendom. Die inligting wat met die empiriese ondersoek versamel is, is met die model vergelyk om antwoorde op die navorsingsprobleem te verskaf. / Public Administration / M. Tech. (Real Estate)

This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (Business Management)

Residential property not only provides in the basic needs of a person, but is also an indicator of an individual's wealth. The buying and selling of immovable property is complicated and the average person relies on the services of estate agents and banks. The research problem was formulated as follows: Property valuers and estate agents with access to the same information sources determine different market values for the same property. The research problem was researched by means of a literature study and empirical study. The methodology used by property valuers was described in the literature study. How estate agents determine the value of property was researched by means of an empirical study. From the literature study a model was proposed to determine the value of residential property. The information gathered in the empirical study was compared with this model to provide an answer to the research problem. OPSOMMING Residensiële eiendom voorsien nie net in een van die mees basiese behoeftes van 'n mens nie, maar is ook een van die grootste aanduiders van 'n individu se welvaart. Die koop en verkoop van onroerende eiendom is 'n ingewikkelde en die deursnee persoon maak daarom van eiendomsagente en banke gebruik. Die navorsingsprobleem is as volg geformuleer: Eiendomswaardeerders en eiendoms¬agente met toegang tot dieselfde inligtingsbronne bepaal verskillende waardes vir die¬selfde eiendom. Die navorsingsprobleem is deur middel van ʼn literatuurstudie en ʼn empiriese ondersoek nagevors. Die werksaamhede en metodologie wat eiendomswaardeerders gebruik, is aan die hand van die literatuurstudie beskryf. Hoe eiendomsagente te werk gaan om die waarde van eiendom te bepaal is deur middel van ʼn empiriese ondersoek nagevors. Uit die literatuurstudie is daar ʼn model voorgestel vir die bepaling van die waarde van residensiële eiendom. Die inligting wat met die empiriese ondersoek versamel is, is met die model vergelyk om antwoorde op die navorsingsprobleem te verskaf. / Public Administration and Management / M. Tech. (Real Estate)

This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (Business Management)