Customer service quality in real estate agencies in the context of new technologies: An analysis of challenges and expectations

The quality of customer service in real estate agencies is increasingly shaped by digital technologies, 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 Journey Mapping (CJM) method to analyze service quality in real estate agencies, based on interviews 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 usefulness of CJM in evaluating service quality and designing practical improvements. Its application in the real estate sector provides both academic value and actionable recommendations for agencies seeking to increase customer satisfaction and competitive advantage.