The Impact of the Physical Attractiveness and Intellectual Competence on Loyalty

Abstract

This study aims to explore the factors determining consumer loyalty to real estate agents. Based on the past literature regarding the factors of loyalty, the study considers physical attractiveness and intellectual competence combined with a traditional loyalty model in proposing its conceptual framework. It then estimates the relevant parameters using a linear structural equation model (SEM). The subjects of the study consist of consumers in Kaohsiung City, Taiwan, aged at least 20 years old who have experience in engaging the services of real estate companies during housing transactions. A total of 300 questionnaires were distributed, with 268 valid ones being returned, for a valid return rate of 89.33%. According to the empirical results, physical attractiveness indirectly influences satisfaction through trust and intellectual competence, with satisfaction in turn affecting customer loyalty. The effect of physical attractiveness on satisfaction through trust is more significant than its effect on satisfaction through intellectual competence. These findings show that the relationship among physical attractiveness, intellectual competence, and trust plays an important role in determining satisfaction and loyalty. Past studies related to loyalty introduced various factors of loyalty; however, they rarely explored the effects of physical attractiveness and intellectual competence on loyalty. That is the difference between this study and past research.