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En kvantitativ undersökning om kongruensen mellan fastighetsmäklarens och säljarens personlighetsdrag.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Sellers’ preferences for real estate agents’ personalities. A quantitative study about the congruency between the estate agent's and the seller's personality traits. (English)
Abstract [en]

Title: Sellers’ preferences for real estate agents’ personalities. A quantitative study about the

congruency between the estate agent's and the seller's personality traits.

Level: Student thesis, final assignment for Bachelor Degrees in Business Administration.

Author: Emma Johansson Florsjö and Amanda Rosvall Stenman

Supervisor: Jonas Kågström

Date: 2019 - May

Aim: The purpose is to analyze the congruency between the estate agent's and the seller's

personality traits.

Method: The study used a quantitative research method done with the personality test The

Big Five and the empirical material was gathered through a web-based survey. The study

population consisted of individuals that, at some point in their lives have or will have hired a

real estate agent at a housing sale. Jamovi was used to analyze and to see connections between

the answers obtained from the participants in the survey. The answers were processed through

descriptive analyze, correlation analysis and factor analysis.

Results & Conclusions: The results of the study showed that sellers preferred real estate

agents who had similar personality traits as themselves, which confirmed the similarity

hypothesis. The results indicated that none of the sellers preferred a real estate agent with high

levels of neuroticism. The survey also showed that the expectations about the real estate agent

were different for people who never had hired an agent before as opposed to those who had.

Contribution of the thesis: The survey contributes to an understanding that real estate agents

should adjust to the sellers’ personality traits to raise the chances of being hired, when

interacting with the seller. Real estate agents with high levels of neuroticism should conceal

this.

Suggestions for future research: It would be interesting to conduct a similar study with a

more extensive version of the personality test The Big Five. Further, The Big Five could be

done by real estate agents to compare the personal traits of sellers who had hired a specific

agent. Lastly, it would have been interesting to study the efficiency of the real estate agent in

their perception of similar personality traits between customer and agent from the customers’

side.

Key words: The Big Five, personality, service provider, personality matching, co-creation,

real estate agent.

Abstract [sv]

Titel: Säljarens preferenser för fastighetsmäklarens personlighet. En kvantitativ undersökning

om kongruensen mellan fastighetsmäklarens och säljarens personlighetsdrag.

Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi.

Författare: Emma Johansson Florsjö och Amanda Rosvall Stenman

Handledare: Jonas Kågström

Datum: 2019 - maj

Syfte: Syftet är att analysera kongruensen mellan fastighetsmäklarens och säljarens

personlighetsdrag.

Metod: I studien användes en kvantitativ forskningsmetod genomförd med personlighetstestet

The Big Five och det empiriska materialet samlades in genom en webbaserad undersökning.

Studiens population utgjordes av individer som någon gång i livet har eller kommer att anlitat

en fastighetsmäklare i samband med en bostadsförsäljning. Jamovi användes för att analysera

och se samband mellan de svar som erhållits från deltagarna i enkätundersökningen. Svaren

bearbetades genom deskriptivanalys, korrelationsanalyser och faktoranalyser.

Resultat & slutsats: Studiens resultat visade att säljare föredrog fastighetsmäklare som hade

liknande personlighetsdrag som de själva, således bekräftades likhetshypotesen. Resultatet

indikerade på att ingen säljare föredrog neurotiska mäklare. Vidare konstaterar

undersökningen att förväntningarna av en fastighetsmäklare skiljde sig hos säljare som aldrig

har anlitat en mäklare och säljare som har anlitat en mäklare i samband med en

bostadsförsäljning.

Examensarbetets bidrag: Undersökningen bidrar till en förståelse av att fastighetsmäklare

ska anpassa sig utifrån säljarens personlighetsdrag vid bemötandet för att öka chanserna att bli

anlitad av säljaren. Vidare bör mäklare med höga värden av neuroticism inte visa det för

säljaren.

Förslag till fortsatt forskning: Det skulle vara intressant att genomföra en liknande studie

med en mer omfattande version av personlighetstestet The Big Five. Vidare hade The Big

Five kunnat genomförts på fastighetsmäklare, i syfte att jämföra personlighetsdragen på

säljare som hade anlitat en specifik mäklare. Slutligen hade det varit intressant att studera

fastighetsmäklarens effektivitet vid uppfattningen av liknande personlighetsdrag mellan kund

och mäklare från kundens sida.

Nyckelord: The Big Five, personlighet, tjänsteleverantörer, matchande personlighet, cocreation,

fastighetsmäklare.

Place, publisher, year, edition, pages
2019. , p. 80
Keywords [en]
The Big Five, personality, service provider, personality matching, co-creation, real estate agent.
Keywords [sv]
The Big Five, personlighet, tjänsteleverantörer, matchande personlighet, cocreation, fastighetsmäklare.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-30424OAI: oai:DiVA.org:hig-30424DiVA, id: diva2:1337175
Subject / course
Business administration
Educational program
Real estate brokering
Supervisors
Examiners
Available from: 2019-09-13 Created: 2019-07-11 Last updated: 2019-09-13Bibliographically approved

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