The extent of use of relationship marketing in the UK FM sector

Abstract

Purpose

In today's business world customers of all industry sectors are becoming more informed as to the level of choice and competition for their custom. This has led to the requirement for businesses to develop and maintain marketing strategies that will increase their competitiveness within their respective sector. Relationship marketing (RM) is a marketing theory, which has benefited businesses in many other sectors, though the concepts may be fairly new in the facilities management (FM) sector. This study is concerned with the review of the fundamental principles of RM, and its benefits for the FM sector. The purpose of this paper is to test whether the FM sector in the UK is aware of the RM theory, and is implementing this theory in its day‐to‐day practices. Research aims are to: investigate the level of understanding present in the FM industry with regards to RM; and to ascertain the benefits that could be available for the industry if an RM orientation is to be employed.

Design/methodology/approach

Following the literature review, a questionnaire is distributed to the members of the British Institute of Facilities Management in the North of England.

Findings

The survey identifies the FM industry's capability of using many RM strategies, however, the industry does not classify its customers at present, in order to deliver more targeted services.

Originality/value

The study reveals that the FM sector understands RM and that RM is a concept that the industry would benefit from.

Citation

Sarshar, M., Sertyesilisik, B. and Parry, P. (2010), "The extent of use of relationship marketing in the UK FM sector", Facilities, Vol. 28 No. 1/2, pp. 64-87. https://doi.org/10.1108/02632771011011404