Relationship Marketing in Professional Services
This research examines relationship marketing within professional services in general and architectural services in particular. The architectural industry in professional services has received little attention from researchers and represents a significant gap in the marketing literature on relations...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2005
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| Online Access: | https://eprints.nottingham.ac.uk/20102/ |
| Summary: | This research examines relationship marketing within professional services in general and architectural services in particular. The architectural industry in professional services has received little attention from researchers and represents a significant gap in the marketing literature on relationship marketing. Architectural services is an important context for researching relationships as the projects tend to extend over a long period of time and the architectural firm-client relationships are complex characterized by differences in perceptions and expectations between firms and clients.
Starting with an analysis of the construction industry in the UK, as this is the main driver for demand in the architectural services, the study then moves on to establish the relevance of Relationship Marketing in business opportunities and growth. The focus is on the education sector with its tremendous growth potential within the architectural industry. Using a case study approach; the firms views on significance of relationships; how they implement it; as well as clients perspectives on long term relationships and their criteria for selecting architects, are investigated. |
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