Customer service quality in real estate agencies in the context of new technologies: An analysis
of challenges and expectations
Manuela Ingaldi¹* (orcid id: 0000-0002-9793-6299)
Silvie Brozová² (orcid id: 0000-0002-1308-3947)
¹ Czestochowa University of Technology, Poland
² Technical University of Ostrava, Czech Republic
Article (PDF)
KEYWORDS
real estate, service quality, Customer Journey Mapping
ABSTRACT
The quality of customer service in real estate agencies is increasingly shaped by digital tech-
nologies, including online platforms, virtual tours, and e-signatures. Although transactions are
still traditionally finalized, client decisions are largely made online, which makes digital
touch-points crucial for building trust and satisfaction. This study applies the Customer Jour- ney
Mapping (CJM) method to analyze service quality in real estate agencies, based on inter- views with
19 clients and 3 employees in Poland. A model CJM was developed, covering five stages of the
customer journey. At each stage, key touchpoints, emotions, needs, pain points, and potential
improvements were identified. Results highlight three critical “moments of truth” where
client emotions strongly influence satisfaction. The findings confirm the useful- ness of CJM in
evaluating service quality and designing practical improvements. Its applica- tion in the real
estate sector provides both academic value and actionable recommendations
for agencies seeking to increase customer satisfaction and competitive advantage.
Politechnika Częstochowska uczelnią dostępną.
