Methodological Approach to the Diagnostic Assessment of Customer Satisfaction with Residential Property Throughout the Region under Adaptation Changes

Economic strength of society development is an important vector in innovation processes as a creating resource in systemically-important fields of activity. The key segment of the national economy is the residential construction industry, which determines the internal state of the economic system by the nature of its labor force “disposition” to implement innovative changes in society for public interests of gaining technological and economic sovereignty. Resolving of the providing people with high-quality housing issues is brought to the forefront when the state and federal governments develop solutions to accelerate the rate of economic growth and ensure qualitative changes in the research and technology advancement of the Russian society. Real property market customers’ satisfaction is determined by many factors that become a criterion of rational choice of the decisions they make on house-buying. The aim of the study is to develop a methodological approach to the diagnostic assessment of different target audience consumer satisfaction with residential real estate offered by businesses behind the marketing and behavioral adaptation model implemented to new economic conditions and changing needs from the perspective of innovative transformations in society. The concept of normalized vector of priorities has been introduced and their calculation had been performed in relation to different real estate property of the Krasnodar krai. The concept of a factor tracker (the factor that detects the state of the object in different directions of its operation) has been introduced. A methodological approach to the diagnostic assessment of consumer satisfaction with residential real estate property has been formed. Such an approach accumulates the interrelations and interaction of various factors operating in the implemented change management models with modifications carried out by various stakeholders while building marketing and communication fields balanced by resources and motivations. The methodological approach has been tested in relation to low-income housing, business-class and elite housing objects case study of a specific regional entity.