The Impact of Self-Leadership of Certified Real Estate Agents on Customer Orientation

This study empirically analyzed the effect of self-leadership of real estate agents on customer orientation and established a hypothesis model to explain the relationship between these variables. The results of the study showed that constructive thinking strategy and natural reward strategy had statistically significant effects. However, action-oriented strategy did not show any effect on customer orientation. The self-leadership factors of real estate agents that affected customer orientation were confirmed to be natural reward strategy and constructive thinking strategy. Therefore, in order for real estate agents to improve customer orientation, they should develop leadership capabilities centered on constructive thinking strategies and natural reward strategies so that they can demonstrate self-leadership in accordance with the real estate brokerage field situation. To this end, first, in terms of constructive thinking strategies, real estate agents should make efforts to create or select work situations that they like and make efforts to feel psychological rewards or enjoyment from the work itself. In addition, when performing their work as a real estate agent, they should imagine themselves successfully performing their work, think that they can overcome difficulties when they face them during work, and think carefully about their beliefs and judgments when they experience difficult crises during work. Second, in terms of natural reward strategies, real estate agents should devise the method that they prefer the most in order to perform their work successfully, find factors and activities that give them enjoyment during work, and perform their work with positive and rational beliefs. In addition, they should feel joy and satisfaction when performing their work, and try to expand what they can do during work.