Factors Influencing High-Involvement Behaviors in the Real-Estate Investment in Northern Thailand

Abstract

This research explains the interrelationship between customer satisfaction, high-involvement customer behavior, attitude and other involved variables in the real-estate investment in Northern Thailand, such as reference groups, financial assessment, legal influence, knowledge and trust of the real-estate company. The questionnaire developed was based on the concepts articulated in the literature review, being subjected to validity, factor and reliability analyses. The process involves close consultation with subject experts before testing. A quantitative survey-based method was employed, targeting at the residents in Chiang Rai, Thailand. The empirical results shown that financial decision and knowledge of reference groups are important, which influence 50.7% of the variance of the actual high-involvement attitude, which in turn can explain 44.2% of the variance of high-involvement behavior. High-involvement behavior in turn impacts directly on the level of overall customer. The results explain a nature of the investors’ high involvement behavior and attitude, which marketers and real-estate developer can be used to apply with their business model and strategies to handle with high-involvement investors.