Relationship marketing in Thai SME contractors : a case study of Bangkok and Khonkaen SME contractors | |
| Author | Amnarch Pirmsinthavee |
| Call Number | AIT Thesis no.CM-10-03 |
| Subject(s) | Construction industry--Thailand--Bangkok Construction industry--Thailand--Khon Kaen Construction contracts--Thailand--Bangkok Construction contracts--Thailand--Khon Kaen |
| Note | 82 leaves : ill. |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. CM-10-03 |
| Abstract | Nowadays, a contractor has to survive in the severely competitive construction industry in Thailand. Unfortunately, man y Thai SME contractors were bankrupted during an economic crisis. Survived contractors have to remain themselves by implementing many strategies. Marketing strategy is also being a competitive strategy that many SME contractors are neglected. Therefore, th is study aims to investigate key activities that influencing the relationship marketing in Thai SME contractor and propose the recommendation that effectively implement to be a competitive advantage in the SME construction industry. The researcher consider ed to use a quantitative research by implementing survey design. There are 2 statistical methodologies were implemented to analyze the data from questionnaire surveys: Descriptive Analysis and Mann - Whitney U Test. The descriptive analysis is to classify th e importance level of marketing activities into a mean and ranking. The hypothesis testing (Mann - Whitney U Test) is to test the perception difference between SME contractors located in Bangkok (BKK) and SME contractors located in Khonkaen (KK) . The result were found that there are 10 key activities that influencing the relationship marketing as the high influence including of: Adjusting the difficulty in working period , Network, Weekly meeting within the organization, Organization’s evaluating, Improving th rough the result of evaluating, Relationship with consultant, Commitment in working performance, Relationship with client after bidding period, Relationship with a client’s employee, Low price bidding, Relationship with competitors, and Hiring new employee s. The benefits and recommendations for improving the relationship marketing strategy of the first top 10 th keys activities were discussed in this study. |
| Year | 2010 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. CM-10-03 |
| 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) | Chotchai Charoenngam |
| Examination Committee(s) | B.H.W. Hadikusumo;Noppadol Phein - wej |
| Scholarship Donor(s) | Thailand - RTG Fellowship |
| Degree | Thesis (M.Eng.) - Asian Institute of Technology, 2010 |