Relationship Marketing within the Irish Shopping Centre Industry: Do FM Service Providers really know what the clients desire in a post pandemic business environment?

Hunter, Ian (2022) Relationship Marketing within the Irish Shopping Centre Industry: Do FM Service Providers really know what the clients desire in a post pandemic business environment? Masters thesis, Dublin, National College of Ireland.

Preview

PDF (Master of Business) Download (1MB) | Preview

Abstract

This research aims to shed light on how businesses providing Facilities Management (FM) services have modify their relationship marketing strategies to make the most of digital mediums. Cleaning and security guarding are only two examples of the labour-intensive services provided by Facilities Management companies. The provision of such services may be vital to the success of their client’s organisation and for this research it will be focused on the Irish Shopping centre industry.

Following the COVID-19 pandemic, reflection on how FM businesses' regular, in-person interactions with customers were unexpectedly and significantly hampered by this outbreak. They had to completely revamp their strategy for relationship marketing, shifting their focus from the "real world" to virtual spaces in order to keep up with the competition and expand their clientele. There is a need for research into how companies that provide Facilities Management services have modify their relationship marketing strategy for online channels in light of the pandemic, and what the future hold in a post pandemic business world.

This dissertation investigates the perspectives of relationship marketers and their customers on this issue and offers suggestions for enhancing the effectiveness of relationship marketing in the digital era and after the pandemic. Research for this dissertation included interviews of both FM industry experts and survey of shopping centre management professionals to identify factors from both sides of the relationship.

According to the findings, the fundamentals of relationship marketing have not changed, but the resources, channels, and frame of mind necessary to put those resources to work effectively have evolved. The pandemic has hastened the trend toward digitising commercial communications and partnerships. This research identifies that size of FM service provider matters, highlighting discrepancies to literature studied with small FM companies narrow approach to relationship marketing and the drive for offline connections only. It also highlights the factors for this strategy but is not limited to these companies, it also emphasises evidence of failing of large FM business in approach.

Item Type:	Thesis (Masters)
Subjects:	D History General and Old World > DA Great Britain > Ireland H Social Sciences > HF Commerce > Marketing H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions:	School of Business > Master of Business Administration
Depositing User:	Clara Chan
Date Deposited:	05 Oct 2022 13:24
Last Modified:	05 Oct 2022 13:24
URI:	https://norma.ncirl.ie/id/eprint/5804

Actions (login required)

View Item