Purpose: The purpose of this study is to investigate customers’ attitudes toward
the performance of real estate businesses in Dhaka city.
Methodology: This study used the Fishbein multi-attribute model to assess
customers' attitudes toward the performance of real estate businesses. The model
considers customers’ beliefs and evaluations of 15 attributes. Hypotheses were
tested at a 5% significance level, with results validated using p-values (p < .05).
Findings: Customers' overall attitude toward the performance of real estate
businesses scored 38.986, which is lower than the expected positive benchmark of
44.504. While customers showed positive attitudes toward car parking space,
security services, and backup power supply, their attitudes toward the remaining
12 attributes fell below the expected standard.
Practical Implications: This study helps real estate companies align strategies
with customer expectations by identifying areas needing improvement, such as
timely apartment handovers, fire safety, and building code compliance.
Policymakers can use the findings to address gaps and foster sustainable growth.
Originality/Value: This study is original in nature in terms of data and concept.
This study will contribute to a significant extent to improving the performance of
the real estate industry in Bangladesh. This study will help real estate companies
to develop customer-centric strategies as well.
Limitations: The study's generalizability is limited by its small sample size, use of
convenience sampling, and focus on Dhaka city. Broader, more representative
sampling across regions is recommended for future research.
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