Effectiveness of relationship marketing strategy and its activities on customers for construction contractors in Myanmar | |
| Author | Aye Nyein Moe |
| Call Number | AIT Thesis no.CM-19-12 |
| Subject(s) | Contractors--Public relations Construction contracts--Myanmar Relationship marketing--Myanmar |
| Note | A thesis submitted in partial fulfilment of the requirements for the degree of Master of Engineering in Construction, Engineering and Infrastructure Management |
| Publisher | Asian Institute of Technology |
| Abstract | Nowadays, many contractors have been encountering the high competitive situations in the construction business not only in Myanmar, but also in other countries around the world. Rapidly changing competitive environments are forcing the contractor firms to seek more creative and flexible means for meeting competition. Hence, they need to respond to these challenges by building a collaborative relationship with the customers. Therefore, the relationship marketing is being one of the competitive advantages for contractor companies. However, although RM is very applicable for contractors according to the nature of their business, they don’t view it as a marketing strategy and how to do it systematically. Therefore, this study aims to explore the key factors and activities that are impacting the relationship marketing strategy and to be prove the importance and effectiveness of it for the customer growth of the companies. The researcher decided to use both quantitative and qualitative research. In quantitative research, the data are collected from 47 respondents in Myanmar by face-to-face interviewing and via survey questionnaires. Then, the analysis is carried out through the descriptive analysis, ranking method and correlation analysis to fulfill the objectives of the research. In qualitative research, an illustrative case study is carried out to deeply understand how this relationship marketing strategy is applying in the real situation. According to the finding of this research, it is pointed out that relationship marketing strategy and its activities have a significant correlation with the customer measurement. |
| Year | 2019 |
| Type | Thesis |
| School | School of Engineering and Technology (SET) |
| Department | Department of Civil and Infrastucture Engineering (DCIE) |
| Academic Program/FoS | Construction Engineering and Infrastructure Management (CM) |
| Chairperson(s) | Hadikusumo, Bonaventura H.W.; |
| Examination Committee(s) | Chotchai Charoenngam;Santoso, Djoen San; |
| Scholarship Donor(s) | Loom Nam Khong Pijai (Greater Mekong Subregion) Scholarships; |
| Degree | Thesis (M. Eng.) - Asian Institute of Technology, 2019 |