Sumino, K;
(2008)
Relationship marketing: A survey of architectural offices in Japan.
Doctoral thesis , UCL (University College London).
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Abstract
Architectural offices embrace the concept of relationship marketing (RM) in general because relationships are considered important in the provision of professional service. The focus of this study is the examination of relationships that are perceived to be important in the present and the future as well as the examination of their present and future positions in architectural offices in Japan. The data was collected by fieldwork survey and interviews on 19 respondents and then empirically analyzed and linked to a model that combined the Superpositioning matrix and Gummesson's 30Rs. The findings include current trends of position and the relationships that are emphasized in any particular position in the matrix of the architectural offices. Additionally, the findings could suggest some key relationships for the increase of the operating client's and architect's value in a project as well as for managing architectural offices.
| Type: | Thesis (Doctoral) |
|---|---|
| Title: | Relationship marketing: A survey of architectural offices in Japan |
| Open access status: | An open access version is available from UCL Discovery |
| Language: | English |
| Additional information: | Thesis digitised by ProQuest. |
| UCL classification: | |
| URI: | https://discovery.ucl.ac.uk/id/eprint/1570223 |
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