[SOLVED] Principal Component Analysis

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Dissertation

TABLE OF CONTENTS
Abstract............................................................................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Title -.....................................................................................................................................1
1.2 introduction...........................................................................................................................1
1.3 Background of research.........................................................................................................2
1.4 Rationale of Study.................................................................................................................3
1.5 Problem Statement................................................................................................................3
1.6 Research Questions...............................................................................................................3
1.7 Aim and Objectives...............................................................................................................4
1.8 Structure of dissertation........................................................................................................4
1.9 Framework of study..............................................................................................................5
1.10 Significance of research......................................................................................................6
1.11Research scope.....................................................................................................................6
1.12 Research limitation.............................................................................................................6
CHAPTER 2: LITERATURE REVIEW ...........................................................................................8
Theme 1 Relationship marketing................................................................................................8
Theme 2 Relationship Marketing in Construction sectors........................................................10
Theme 3 Loyalty.......................................................................................................................12
Conclusion................................................................................................................................16
CHAPTER 3: RESEARCH METHODOLOGIES..........................................................................17
Introduction -.............................................................................................................................17
3.1 Research philosophy-..........................................................................................................17
3.2 Research approach-.............................................................................................................17
3.3 Research strategy-...............................................................................................................17
3.4 Research design –................................................................................................................18
3.5 Data collection –.................................................................................................................18
3.6 Data Sampling –..................................................................................................................18
3.7 Data analysis –....................................................................................................................19
3.8 Ethical consideration –........................................................................................................19

3.8 Validity –.............................................................................................................................19
CHAPTER 4: DATA ANALYSIS....................................................................................................20
4.1 Introduction -......................................................................................................................20
4.2 Primary data analysis..........................................................................................................20
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS.......................................................75
5.1 Conclusion..........................................................................................................................75
5.2 Recommendations...............................................................................................................76
REFERENCES..............................................................................................................................78
Appendix........................................................................................................................................80

Abstract
The following dissertation focuses on evaluating relationship marketing in real estate
sector to find out the influence on customer loyalty in B2B environment in construction industry
in Saudi Arabia. There are many factors in marketing that affects the loyalty of business. So this
dissertation will describe that how relationship marketing should be maintained in B2B
environment in construction sector. Moreover, it is concluded that due to service quality, price,
etc. customer loyalty is influenced. For conducting research several methods are being used by
researcher. Thus, it is important for companies engaged in real estate to provide attractive offers
to business to retain them. From research it has been stated that price and service quality are
factors due to which loyalty is affected.

CHAPTER 1: INTRODUCTION
1.1 Title -
“To evaluate how relationship marketing influences customer loyalty within B2B
environment in construction industry in KSA”
1.2 introduction
Real estate plays a vital role in growth and development of an economy (Christopher,
Martin, & et.al.,2013). It is because a country having proper and effective infrastructure will
provide basic amenities to people. Housing sector comes under the basic needs of people. So in
infrastructure includes construction of buildings, dams, roads and all other things. In today
changing world it is very important to have good relations with customers (Hollenbeck, Noe
and et.al 2018). It is because people taste and preference changes frequently. Due to this
business losses their customers. Also, in recent time traditional marketing has been replaced by
digital marketing. Moreover, it is very difficult to do B2B with traditional marketing specially in
construction sector. Therefore, it is very important to build strong relationship with clients so that
customer loyalty is maintained. In construction sector environment is considered as an important
aspect. The major contribution of GDP in Saudi Arabia comes from petrol industry. It is almost
30- 40%. Then, comes real estate sector. There has been many changes in country real estate
reforms. It has increased the price of land and created imbalances between demand and supply.
There are many tax such as VAT, white land tax, etc. that is imposed by government of Saudi
Arabia. It has impacted in negative way. Moreover, various laws and regulations are imposed by
government that has affected the construction industry. A new reform is been developed that
aims to overcome obstacles till 2030. The total tax rate has increased up to 5% in Saudi Arabia.
The white land tax was levied at 2.5%. It is expected that residential units in Saudi Arabia will
rise by 2% annually till 2020 (Hollenbeck, Noe and et.al., 2018) The King has launched a mega
project named as Neom city. This will shift the focus from oil to public sector.
In present era business environment has changed to a great extent around the world. It has
enforced companies to adopt various marketing techniques in order to attract new customer. This
change has reduced the use of marketing mix (Briggs & Grisaffe, 2010). Generally, in

construction field there is very little use of this framework. There are various ways of doing
marketing. It depends on nature and type of industry what marketing technique is applied by
them. The real estate sector is entirely based on relationship marketing. The main objective to
following this concept is to build strong relations with clients. It helps in converting them to
loyal customers. A loyal client will help in promoting business and expanding in different
markets.
In construction sector marketing mix does not work in expanding business. The main
reason behind this is products are same and usually business is done via B2B. Thus, by
maintaining effective relationship business is done (Christopher, Martin & et.al., 2013). Big
construction companies does not focus on marketing rather they build strong relations with
clients. This helps them to expand in different markets.
Customer loyalty is very difficult to gain. It is because there are may drivers that affect
loyalty. In addition to this, loyalty is affected due to change in taste and preference. This has
been identified by conducting many research. Moreover, real estate includes all types of
properties from commercial to residential. Now a days it has become difficult to deal with
property related issues. The rise in price of construction materials has forced customer to opt for
cheapest real estate companies. They are switching according to their needs. Similarly, business
are also engaged with large scale companies. Apart from this, many business have modified their
policies. This is directly affecting the customers. Also, many business are getting involved in
corporate social responsibility (CSR) activities that has enabled them to maintain relationship
with clients (Gupta, Balmer and et.al., 2015). This is created a positive impact on them and
business are able to gain client trust.
1.3 Background of research
Marketing plays a vita role in developing relations with customers. It not only helps in
this but also in attracting other business. An effective and strong relation with business helps in
increasing customer loyalty. This is done by using the concept of relationship marketing.
Generally, real estate sector work on B2B basis. This helps in attracting customer and gaining
market share. Furthermore, the factor that influence construction industry is change in

environment. They have to change their policies and marketing accordingly. In this research
various drivers to customer loyalty is analysed. Also, it is evaluated how change in relationship
marketing influences customer loyalty.
1.4 Rationale of Study
The present study is been conducted due to various reasons. The first one is in Saudi
Arabia real estate sector is at boom, so many new companies are emerging. This has fluctuated
the marketing environment. Thus, researcher wants to identify the factors that has affected the
environment (Taylor and Hunter, 2014). The second is due to change in this customer loyalty
has been influenced. So researcher wants to analyse the drivers that has resulted in reducing
customer loyalty. Besides this, real estates contributes a major part in GDP of country. It
provides a base of growth opportunities for companies. Furthermore, due to increase in
competition among market the way of marketing has been transformed. It has enforced
companies to adopt relationship marketing. Thus, it is essential for researcher to evaluate how it
has influenced customer loyalty in B2B environment.
1.5 Problem Statement
It is very important for companies in construction industry to maintain relationship with
their customers so that it can survive for long time. Also, due to frequent change in marketing
environment it is difficult to retain customer. For companies engaged in B2B concept they have
to gain the trust of customer. Besides this, there are certain drivers that affect customer loyalty.
The problem is related to marketing that is influencing customer loyalty in B2B (Saurage-
Altenloh and et.al., 2018). Thus, with the help of research methods, researcher will collect and
analyse to provide the solution of problem.
1.6 Research Questions
There are some questions that must be determined. The dissertation is based on questions
that are developed. Also, researcher must develop this so that research can be conducted in
smooth manner. The questions are described below :-
 What is role of relationship marketing in construction industry?

 What are the factors that influences the relationship marketing and customer loyalty
within B2B environment in construction industry in Saudi Arabia?
1.7 Aim and Objectives
Aim -“To evaluate the way relationship marketing influences customer loyalty within B2B
environment in construction industry in KSA”
Objectives
The objectives of the present study which will be accomplished in the dissertation are listed
below:
 To understand the importance of customer loyalty in relationship marketing in
construction industry
 To identify the factors that influenced customer loyalty in B2B environment
 To analyse ways through which marketing can influence customer loyalty within B2B
environment in construction industry in KSA
 To recommend strategies through which relationship marketing can be beneficial in long
term growth
1.8 Structure of dissertation
It will describe the structure of dissertation. It will show that how overall research will be
conducted. Also, by developing this researcher will get an insight on what next step can be taken.
Moreover, it will help in conducting research in systematic manner so that the data and
information is thoroughly analysed and aims and objectives of research is achieved in specified
time period. In this context the structure of dissertation is as follows :-
Chapter 1 Introduction: This chapter will give the brief information that is related to topic
which is described in research (Vize, Coughlan and et.al., 2016). With this it will be easy to
analyse what is entire research is all about.
Chapter 2 Literature Review: This is the second chapter that describes about secondary research
related to topic. In this researcher will analyse different types of articles, journals of various
authors. It will provide the theoretical framework.

Chapter 3 Research Methodology: - In this chapter the overall methodology will be explained.
Researcher will describe the methods that will be used or applied by him or her in conducting
research
Chapter 4 Data Analysis and Findings: In this the entire data is analysed and interpreted.
Researcher must analyse data so that findings are generated. It will help users to understand
research subject in more depth (Badi, Wang and et.al, 2017).
Chapter 5 Conclusion and Recommendation: in this researcher will describe what is concluded
from the overall research. Also, it consists of recommendations that organisation can follow or
implement.
1.9 Framework of study
It defines the research methodology that will help researcher in conducting research.
With this it will be easy for researcher to analyse data and information. The following is the
framework of study that is described below :-
Research Philosophy – it states the way through which the data is collected, analysed and
interpreted. There are four types of research philosophy that can be used. For present study
researcher will use positivism philosophy.
Research Design- It is used by researcher in analysing the questions as it contains only general
guidelines (Hollenbeck, Noe and et.al, 2018). Also, it helps in conducting research in
systematic manner. The present study will be based on descriptive research design method.
Research Strategy: It contains the plan through which entire research is been conducted. This
helps in achieving aims and objectives. Basically, there are only two methods that is followed.
These are qualitative and quantitative. These both will be used in dissertation.
Data Collection: Data can be collected by two methods. These are primary and secondary. In
present study researcher will collect data through primary method that is by questionnaire and
literature review will be done by using secondary method that is by previous research paper,
articles, etc.

Sampling- It is a process of selecting sample size. In this there are various methods that is used.
The researcher will take sample size of 20 managers in order to collect and analyse data.
Data Analysis: It is a process in which data is processed to get relevant information. In this
researcher will analyse data by using the thematic analysis.
1.10 Significance of research
This research is conducted in order to identify the relationship between companies in
construction sector and their clients. It is important for companies that are engaged in B2B to
maintain strong and effective relations with clients. This is because change in marketing
environment influences the customer loyalty. In real estate Saudi Arabia is making huge
developments in infrastructure sector. Also, there has been a lot of change due to certain factors.
So this has affected the customer loyalty. Companies are not able to gain their trust and
confidence. Hence, it is influencing loyalty in B2B.
1.11Research scope
This research will give a brief overview of factors that are influencing customer loyalty in
B2B environment in construction industry in Saudi Arabia. This will help companies to retain
their customers so that it can grow and expand operations. This study will also explore the
elements on which relationship marketing is being done by organisation in real estate sector.
1.12 Research limitation
It refers to the issues that are faced by researcher. This will increase time as well as cost
of research. There are several issues that is faced in this which are as follows :-
 Determining aims and objectives- In this researcher has formulated aims and
objectives that are very broad, so they are made short by compressing it. This has
affected the research and results.
 Implementing data collection method- The entire research results depends on data
collection methods. There are many methods through which data can be collected. So this
has confused the researcher on which method must be used by him or her so that aims
and objectives can be attained. This is also a limitation.

 Sample size – After data collection method, sample size must be determined properly so
that research can be conducted. Researcher must select proper and accurate sample size.
If it is too small then results will be affected and if too large then a lot of time will be
required to analyse results.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
This is the second chapter in which secondary data related to research is described. This
will help the user in analysing the theoretical framework to study. It is an essential chapter that
helps in identifying the views of different scholars and authors. For this researcher will analyse
secondary data by analysing research papers, journals, articles, etc. written by other researchers.
In context to this, the literature review of dissertation is as follows :-
Theme 1 Relationship marketing
According to Taylor and Hunter, 2014 marketing is an essential element for every
company. It is because it helps in creating awareness in the market about products and services.
Also, marketing creates a base for growth in different markets. There are various forms of
marketing through which company promotes their products. Relationship marketing is a
traditional way in which marketing is done by building relations with clients and customers. It
focuses on customer relationship management (CRM) to develop loyalty so that long term
relationships can be maintained. This form of marketing emphases on individual sales rather than
targeting the entire market. With this it becomes easy to retain customers for long term. As said
by Silva & Gonçalves, 2016 it is generally followed in construction sector as it is not possible to
target all customers. Besides this, the needs and types of projects varies in this. Relationship
marketing supports in acquiring customers and setting short term goals so that it can be achieved
easily. It is different from other forms as it improves the internal operations of company. In this
technology plays a vital role as it is easy for companies in trading with other clients. With this
customers are offered discounts, schemes, etc. to appreciate their loyalty. There are different
tools of relationship marketing that can be followed by companies. It will help in maintaining
relations with customers for long time. The tools that can be followed is as below :-
Tools of relationship marketing
 Networking – This can be done by building an effective and powerful relationship with
clients in online way. This method do not help in creating brand awareness but also

attracting potential customer base. In this advertising is done by keeping in mind that
what people wants and how it cam be delivered to them.
 Listening to customers- This is the most important thing that in relationship marketing.
In this business must listen to their customers so that it will give an insight on their needs.
An effective listening will help in responding to them. Also, customers will feel that they
are being valued by company. Moreover, when firm listen to people they identify what
people likes and dislikes about them. Besides this, it helps in solving issues and concerns.
Along with this, listening to customers is beneficial in taking their feedback (Badi, Wang
and et.al.,, 2017). It helps in identifying their satisfaction level and what they think about
the company. Getting anonymous response reflect how company has created its image in
the minds of people.
 Loyalty rewards- It refers to giving loyalty awards to clients or customers by organising
programs or seminars. Also, some benefits can be given in the form of loyalty awards.
This helps in creating a positive image in the market. Moreover, loyalty awards acts as a
benefit to customer as well as company. People love getting recognised. This can be done
by setting an effective loyalty programs.
 Giving information- It is also an effective tool that can be used in relationship
marketing. In this company can provide information related to their products and services
to people. This will also help in creating awareness. Also, it helps in generating leads.
People likes to get information about new products.
Components of Relationship Marketing
In the view of Gupta, Balmer and et.al, 2015relationship marketing is based on several
components. It helps in attracting more customers and retaining them for long term. Also, it is
very important in B2B to set goals between parties so that loyalty can be maintained. It will help
in developing effective strategies for the future. Basically, there are three components that is
included in this. These are as follows:-

 People strategy- in this it is important to identify who are the customers in B2B
concept. This is because it will give an insight on the type, needs, their efficiency, etc.
then, proper strategies are developed in order to attract them. With this relationship can
be build easily and quickly. As said by Briggs & Grisaffe, 2010 right people approached
will help in adding value to organisation.
 Know your customer – The next step is to identify who are the customers in B2B
concept. This is because it will give an insight on the type, needs, their efficiency, etc.
then, proper strategies are developed in order to attract them. With this relationship can
be build easily and quickly
 Communicate- In relationship marketing, communication plays a crucial role.
Continuously communication with help in providing feedback. With this it the needs of
clients can be identified and strategies can be develop to improve it. As elucidated by
Saurage-Altenloh and Randall, 2018 it will help in finding out deficiencies in products
and services so that it can be improved. Moreover, with this rewards can be given to them
for their loyalty.
Theme 2 Relationship Marketing in Construction sectors
In recent times relationship marketing is been an indispensable part of doing business. It
is a completely new approach that has emerged in marketing. A company can build strong
relations with customers by doing market research. This helps them to identify their needs so that
it can be fulfilled. With relationship marketing a firm can earn more and more profits in
construction sector. It also helps in long term relationship with them as they become an integral
part of company. In B2B business, it is difficult to develop loyal clients as many large firms
exits in real estate. So clients works with different firm according to their services.
In the opinion of Sharma and Syam, 2018 in real estate business is majorly done by B2B
concept. It is because in this customers can not be approached directly. The construction sector is
highly affected by environmental factor. It is because a little change in laws and regulations
affects the overall industry. This directly affects on the relationship with clients. It changes their
needs and process of delivering service. Thus, business has to use gamebreaking strategy to

procure their clients. According to Horn, Feinberg, & et.al., 2005 relationship is based in trust,
commitment, satisfaction, etc. these factors are also applied in marketing. In construction sector
maintaining relationship with clients is essential. In this sector many companies operate at large
scale in many countries. So they have to work with their clients. Their objective is to build strong
relations with them so that loyalty can be gained. In a research done by Kumar, 2015 it is stated
that business growth is dependent on relationship marketing. Many large scale companies are
able to attract business by maintaining strong relations with them. They have shown commitment
and trust and fulfilled their needs. It has been stated that there are many other things that must is
considered in construction sector. Large companies provides several other facilities to clients.
They commit on what they say and this helps in building trust among them. The relationship
marketing is based not only on trust but also on how clients are treated by companies.
According to Coleman, de Chernatony and et.al., 2015 change in market condition
affects the demands of clients. So this has to be taken into consideration while ensuring that
clients needs are fulfilled. In Saudi Arabia due to change in laws and regulations companies
engaged in real estate has to change their operations. This also affects sales and profits. Thus,
relationship marketing concept is followed.
Theory in relationship marketing
Commitment trust theory- it focuses on two fundamentals of marketing that are trust and
commitment. With this effective relations can be build and maintained. Relationship marketing
involves forming bonds with customers by fulfilling their needs.
 Trust- it refers to confidence between parties that is build by fulfilling their needs. Trust
is build by standing on promises given by both parties. This is the main factor that helps
in relationship marketing.
 Commitment- it means a desire to maintain a long term partnership with business. The
desire is developed by maintaining effective and better relationship with customers. For
example- business can take feedback of customer after purchase to identify his or her
needs are fulfilled or not. If not then refund can be given or discount can be offered on
next purchase.

2.3 Proposed Relationship Marketing in Construction sectors in Saudi Arabia
In the opinion of Kumar and Pansari, 2016 Saudi Arabia is a country where major
contribution in GDP is done by oil and petroleum industry. But in recent times, construction
sector has emerged as new sector that is contributing a large portion in GDP. This is due to
change in laws and regulations of nation. Also, companies are highly following the concept of
relationship marketing. Many foreign companies have invested in Saudi Arabia. Due to this
construction sector is growing rapidly. In the opinion of Hollmann, Jarvis and et.al, 2015
small business are being targeted by firms. Many firms have become loyal in B2 B business.
This has changes the entire picture of real estate sector in Saudi Arabia.
Theme 3 Loyalty
Customer loyalty refers to situation where customer develops strong relationship with
company or product for a long time. This usually helps in creating loyal customers so that
effective market share can be gained. As elucidated by Christopher, Martin & et.al., 2013. the
main reason why company focus on building loyal customers is it helps them to survive for long
term in the market. Also, it helps in gaining more competitive advantage. In order to make loyal
customers company provides special offers, discounts to them. This helps in attracting people
and creating relation with company. A loyal customer will always support in promoting company
products and services. Loyalty differs from market to market.
Drivers of loyalty
 Attitude – It is the most important driver of customer loyalty. It refers to the attitude of
customer on what is their perception about company. Attitude is of different types that
are emotional, rational and entrepreneur. Emotional refers to person sticking to specific
company due to some emotional relation. It may be because of certain reason like product
pattern, location of suppliers, etc. this type of bonding helps in increasing customer
loyalty under several circumstances. Rational refers to buying products by evaluating the
price of different suppliers. At last entrepreneur refers to trying out new products every
time.

 Products and services- this is another driver in customer loyalty in which people stick to
one company due to their products. In this there are three types that is differentiated,
multiple and high service. In differentiated products there is less competition in the
market so organisation can have great influence on customer mindset. In multiple product
remain same but company develops effective relation with customers. This helps in
increasing customer loyalty. By this they are able to retain them. High service mean by
providing high quality after sales service, customer loyalty is developed. The services
help in retaining customers.
 Technology- it is a loyalty driver in which products manufactured are more advanced
and technological. By providing these products to customers, loyalty is developed. If the
products will be more advanced it will help in attracting customers and retaining them.
 Human resource- in this the customer loyalty is developed by interacting with customers
directly. It helps in identifying their needs and developing a positive relation with them.
By continuously communicating with them, it creates a positive felling that company care
about their needs.
 Suppliers culture – In this the suppliers plays a crucial role in gaining customer loyalty.
It is developed by providing products quickly and effectively. The image and value of
suppliers is beneficial in attracting customers. Through this loyalty is developed among
them. Suppliers also provide information about products to them. This creates a distinct
image in the minds of people.
Therefore, it is said by Briggs & Grisaffe, 2010 that the above drivers of loyalty helps in
developing customer loyalty. So companies focuses on specific driver so that more and more
customer can be converted into loyal. Along with this, it becomes easy for business to follow the
similar path so that efficiency can be enhanced and loyalty can be maintained.
3.2 Impact of Relationship Marketing on Customer Loyalty
As per the view of Horn, Feinberg, & et.al., 2005 relationship marketing is based on
customer loyalty. In this the customer relationship management focuses on long term relations

with people. In this short term goals are set so that it can be easily achieved. With effective
CRM relationship marketing can be done. This helps in attracting customers. According to
Christopher, Payne & et.al., 2002 relationship marketing and customer loyalty are interrelated
with each other. This is because without customer loyalty, relationship marketing can not be
done. The loyalty is maintained by regularly communicating with customers to identify their
needs. Furthermore, the impact can be either positive or negative. The positive impact when
effective relations are maintained customer feels privileged to get engaged with company. Any
change in marketing will directly affect the customer loyalty. So companies have to ensure that
loyalty is not affected otherwise it will lead to decrease in customer satisfaction. By maintaining
long term relations with customer relationship marketing can be done. It will lead to attracting
people.
Measurement of customer loyalty
In a research done by Kumar, 2015 it is very important to measure customer loyalty. It is
based on two dimensions that are behavioural and attitudinal. The attitudinal loyalty refers to
customer psychological attachment with the company and behavioural refers to regular
willingness of people to re- purchase company products while maintaining strong relationship
with them. In other terms attitudinal means measurement degree of willingness and behavioural
means making repetitive purchase from customer. As elucidated by Coleman, de Chernatony
and Christodoulides, 2015 business follows different ways to measure customer loyalty. The
customer loyalty is measured by metrics that is as follows :-
 Retention- it is a reflection of customer willingness to remain attached to particular
company product or not. It is a very useful source that helps in measuring customer
loyalty. In this it is analysed that how much it takes for customer to switch to different
product. Also, customer satisfaction level is identified with this. If there will be more
customer retention than customers will be more loyal towards the company.
 Measuring advocacy – It refers to the analysing customer behaviour that how satisfied
they are with company products. In this it is seen that why customer are likely to
purchase products and how they recommend others for this. Advocacy relate to customer

perception and company image in their minds. Also, advocacy is not related to purchase
but is a small part of customer loyalty.
 Repurchasing – it is different from retention as in this the behaviour of customer is
analysed. It is seen that why customer repurchase their products. It this it is determined
that what amount will be spent by customer on repurchasing product.
 Developing proper terms and conditions- the companies in construction sector can
develop effective and proper terms and conditions that be followed by clients. It will help
in dealing with them so that business can be done. This will also reflect positive image of
business in the minds of customers. Apart from this, companies must agree on the terms
and condition developed by them under any circumstances.
There are several recommendations that can be followed by organisation in construction
sector. These are as follows:-
Improving quality of services – This is the first thing that can be followed by business in real
estate. There are different types of services that are provided by clients in B2B environment
(Silva & Gonçalves, 2016) Thus, by providing high quality of services to customer, loyalty can
be gained. It will also help in attracting other customers.
Completing projects in time – This is an essential concept in construction sector. In this
companies can complete their project in specified time. This will help in increasing customer
satisfaction. With this they will become loyal to organisation
Providing attractive offers – It refers to providing effective and attractive offers to loyal clients
in order to increase their satisfaction. This will make them feel that organisation works in their
interest and care about them. Furthermore, it will help in categorising customers on the basis of
loyalty level. However, offers may consists of benefits, bonus, profit sharing, etc. that will help
in building long term relationship with clients
Changing pricing as per needs of clients- It is also another suggestion that can be used by
applied in relationship marketing. In this business can change their price according to the needs
of clients. With this they will be able to measure customer loyalty

Conclusion
From this it can be concluded that relationship marketing has created a positive influence
in B2B in construction sector in Saudi Arabia. It has allowed business to expand their operations
in different markets. Many large firms have adopted this concept so that strong relations can be
build with clients. This implies that in Saudi Arabia real estate is expanding rapidly. Also, there
are several factors that has enforced business to acquire small firms. This is the reason why
construction sector in emerging in the country and highly contributing in GDP of nation.

CHAPTER 3: RESEARCH METHODOLOGIES
Introduction -
In order to conduct research there are several methods that are used. These methods
depend on nature and size of research. Besides this, it depends on researcher willingness on
which method will be chosen by him or her in research. Research methodology refers to the
framework that shows that how the entire research will be conducted. In this there are several
elements that has to be considered by researcher. These elements include research philosophy,
data collection, data sampling, etc. For present research the methodology is described below :-
3.1 Research philosophy-
It is the basic method that is considered first in research. It is because a research philosophy is an
idea or brief about the subject that is related to research. Research must identify this and then
proceed further (Kumar and Pansari, 2016). There are four types of research philosophies that
are positivism, realism, pragmatism and interpretivisim. In context to present dissertation ,
researcher will use the interpretivisim philosophy. It will help in collecting primary data and
analysing it. With this aims and objectives can be achieved.
3.2 Research approach-
The research approach is defined so that it helps in doing hypothesis of research. Generally, there
are two types of research approach that are inductive and deductive. Inductive approach is based
on generating new ideas or theories from research. On the other hand deductive is based on
generating valid outcomes and assumptions from the research. In this dissertation , inductive
approach will be used by researcher. It will be helpful in attaining goals and objectives of
research.
3.3 Research strategy-
A research strategy is a plan that is developed by researcher so that aims and objectives can be
achieved. The plan contains elements that helps in determining how methodologies will be
implemented by researcher. There are usually two types of research strategy that is followed in
research that is qualitative and quantitative. In present research quantitative strategy s being

used. It will help in analysing and interpreting data. Whereas qualitative method only helps in
improving the quality of data by analysing it.
3.4 Research design –
This helps in conducting research more effectively and efficiently. There are different methods
of research design. But as this research will use quantitative method so in this descriptive
research design will be implemented by researcher. This design aims at throwing lights on
current issues and collecting relevant data associated with it (Hollmann, Jarvis and et.al, 2015).
Besides this, in descriptive design only one issue can be considered in conducting research.
3.5 Data collection –
this refers to collecting data on which research will be conducted. Research is conducted on
particular population so that it becomes easy to attain outcomes. Basically there are two methods
through which data is collected. They are primary and secondary resource. In present research,
the researcher will use primary data collection method. In this data is collected for first time
through various sources such as questionnaire, survey, etc. On the other hand in secondary
method, data is collected from previous research, articles, journals, etc. the primary collection
method will help researcher to collect fresh data and analyse it to get specific outcomes. Also, in
collecting primary data questionnaire will be developed by researcher. Along with this, interview
of people will be taken by researcher. In questionnaire close ended questions will be asked to
different companies.
3.6 Data Sampling –
In order to collect data from different companies, sampling will be done. It is a process of
identifying the target people from entire population. Sampling helps the researcher to collect and
analyse data in effective manner. Usually, it is very difficult for researcher to conduct research at
large level (Horn, Feinberg, & et.al., 2005). . So sampling will assist researcher in selecting the
appropriate population. For present research, 50 companies are selected by researcher by using
the random sampling method. It will help researcher to conduct research in effectively and
efficiently.

3.7 Data analysis –
This is a crucial aspect that is considered in research. In this method the collected data is
converted into useful information. This helps the researcher in analysing results so that aims
and objectives can be achieved. In this researcher presents data in such a manner that it is easily
understood. The present dissertation is based on quantitative method, thus the researcher will use
graphs, charts, etc. to evaluate data. Also, in this thematic analysis method is used by researcher
to analyse data. It will help in presenting the outcomes of data collected.
3.8 Ethical consideration –
The research must be conducted by following some rules and regulations so that it does not
affect the results. For dissertation ethical consideration is very essential. By following some
rules and regulations it ensures that research is conducted in ethical manner. In this first of all
researcher will respect the dignity of business that are involved in research. Second will be no
business related questions will be asked to clients. The researcher will maintain the dignity of
results that is obtained from research. Apart from this, the researcher will maintain the privacy
of business and their strategies. It will be not disclosed to other parties while conducting
research. The privacy is assured by researcher. Therefore, in this way the overall research will
be conducted in ethical manner.
3.8 Validity –
It refers to the extent through which researcher will use different instruments to measure
elements. It is divided into two groups that is internal and external. In present research,
instruments used by researcher will give valid results. The SPSS software used will be reliable
and analyse data in effective way.

CHAPTER 4: DATA ANALYSIS
4.1 Introduction -
This is the most important chapter in research because in this the data is interpreted and
analysed. In this researcher uses various tools and techniques to evaluate data so that results can
be generated. The data must be effectively and efficiently analysed by researcher so that aims
and objectives are achieved. Also, it must be represented in such a manner so that it can be easily
understood. The analysis of present dissertation is as follows :-
4.2 Primary data analysis
Frequency table
Q-1 Q-2 Q-4 Q-5 Q-6
N Valid 50 50 50 50 50
Missing 0 0 0 0 0
Mean 1.78 2.30 2.50 2.36 2.54
Std. Error of Mean .144 .186 .186 .193 .198
Median 2.00 2.00 2.00 2.00 2.00
Mode 1 1 1 1 1
Std. Deviation 1.016 1.313 1.313 1.367 1.403
Variance 1.032 1.724 1.724 1.868 1.968
Sum 89 115 125 118 127
Q-8 Q-9 Q-10 Q-11 Q-12
N Valid 50 50 50 50 50
Missing 0 0 0 0 0
Mean 2.50 2.72 2.64 3.06 2.58
Std. Error of Mean .198 .198 .193 .203 .194
Median 2.00 2.50 2.00 3.00 2.00
Mode 1 2 2 3 2
Std. Deviation 1.403 1.400 1.367 1.434 1.372
Variance 1.969 1.961 1.868 2.058 1.881

Sum 125 136 132 153 129
Theme 1: Contractor follows up in a timely manner to the client request
This contractor follows up in a timely manner to the client request
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 24 48.0 48.0 48.0
2 19 38.0 38.0 86.0
3 3 6.0 6.0 92.0
4 2 4.0 4.0 96.0
5 2 4.0 4.0 100.0
Total 50 100.0 100.0
Interpretation- A research was conducted by researcher in construction sector in Saudi Arabia.
Data was collected from 50 business. From this it was identified that 24 business said that they
contractor timely follows their request, 19 was agree with it. Thus, it can be concluded that
clients request was followed by contractors in specified time. This helped the contractor to retain
them. From secondary research it is analysed that most business did not effectively followed
client request. They only identified their needs and then took long time to process it.

Theme 2 :frontline managers of this contractor are always willing to help
the frontline managers of this contractor are always willing to help and
corporate with client request.
Frequency Percent Valid Percent Cumulative
Percent
Va
lid 1 18 36.0 36.0 36.0
2 13 26.0 26.0 62.0
3 10 20.0 20.0 82.0

4 4 8.0 8.0 90.0
5 5 10.0 10.0 100.0
Total 50 100.0 100.0
Interpretation- from the above frequency table it can be said that 18 business said that they
strongly agreed with statement that contractors always help them, 13 agree with this. Therefore,
most of business maintain better relations with contractors. Secondary data shows that most
managers of contractor do not help client. They ignore their request for specific time period.

Theme 4: Contractor is delivering a good quality services
the contractor is delivering a good quality services
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 15 30.0 30.0 30.0
2 11 22.0 22.0 52.0
3 13 26.0 26.0 78.0
4 6 12.0 12.0 90.0
5 5 10.0 10.0 100.0
Total 50 100.0
Interpretation- The above frequency table states that out of 50 business that was taken as sample
size, 15 was strongly agree that contractor provides them good quality services, 11 only agree
with it. Hence, it can be stated that contractors are providing good quality services to their clients
so business are highly satisfied with them. Secondary data describes that good quality services
are only delivered to loyal clients and not to new ones. This is the reason business are not able to
retain them for longer time period.

Theme 5 Contractor management shows an interest to meet the client needs
The contractor management shows an interest to meet the client needs
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 17 34.0 34.0 34.0
2 15 30.0 30.0 64.0
3 7 14.0 14.0 78.0
4 5 10.0 10.0 88.0

5 6 12.0 12.0 100.0
Total 50 100.0 100.0
Interpretation- the above frequency table states that out of 50 business, 17 was strongly agree
that contractor shows interest to meet them and also 15 agree with it. So it can be said that
contractors take high interest in meeting with clients. It helps them to provide information about
services. With this, they are able to identify and fulfil their needs. It has been identified from
secondary data that manager only took interest in meeting needs of loyal clients. They were not
focusing on new ones .

Theme 6 Contractor provides an accurate progress reports to the client
this contractor provides an accurate progress reports to the client
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 16 32.0 32.0 32.0
2 11 22.0 22.0 54.0
3 9 18.0 18.0 72.0
4 8 16.0 16.0 88.0
5 6 12.0 12.0 100.0
Total 50 100.0 100.0
Interpretation – As per the frequency table it can be stated that among 50 business, 16 strongly
agree with question that contractor provides them accurate progress report and 11 agreed with
this. From this it can be said that most of business get proper report of project from contractors.
Also, this helps in gaining their trust and making them loyal. From secondary data it is evaluated
that only few business provide accurate report to clients. They do this to retain them. With this
they gained their trust.

Theme 8 Contractor is committed to the milestone handover dates
the contractor is committed to the milestone handover dates
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 16 32.0 32.0 32.0
2 13 26.0 26.0 58.0
3 7 14.0 14.0 72.0
4 8 16.0 16.0 88.0
5 6 12.0 12.0 100.0

Total 50 100.0 100.0
Interpretation – the table shows the frequency of data that was collected from 50 business. It
shows that 16 clients was strongly agreed with that contractor handover the project to them on
specified date. 13 clients agree with this. Thus, it can be said that the commitment of contractor
if effectively fulfilled by them. It helps clients to remain loyal towards them.
Theme 9 Contractor committed to the project handover date

the contractor committed to the project handover date.
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 12 24.0 24.0 24.0
2 13 26.0 26.0 50.0
3 10 20.0 20.0 70.0
4 7 14.0 14.0 84.0
5 8 16.0 16.0 100.0
Total 50 100.0 100.0
Interpretation – the frequency table shows that out of 50 customers, 12 was strongly agreed
with that contractor hands over project to them in given time period. 13 was agree with it and 10
was neutral. It can be said that contractors complete project in time. This benefit them as clients
remain loyal to them. After analysing secondary data it is said that contractor is not committed to
project handover date. They do not stand on their promise. Thus, it affects the relationship
between customer and contractor.

Theme 10 - Contractor shows honesty behaviour while submitting a claim
the contractor shows honesty behaviour while submitting a claim
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 12 24.0 24.0 24.0
2 15 30.0 30.0 54.0
3 9 18.0 18.0 72.0
4 7 14.0 14.0 86.0

5 7 14.0 14.0 100.0
Total 50 100.0 100.0
Interpretation – From the above frequency table it is stated that 12 organisation was strongly
agree with that contractors shows honesty while submitting claim and 15 agreed with it. With
this it can be concluded that organisation was agreed with them. This has been useful to them in
showing their behaviour. The honesty of contractors has attracted customers. On basis of
secondary data it is stated that many contractors do not show honesty behaviour rather they said
that it was the mistake of client. They also do not completed the claim made by customers.

Theme 11- Contractor is open to discuss changes in project
contractor is open to discuss the changes might happen to the project.
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 9 18.0 18.0 18.0
2 10 20.0 20.0 38.0
3 12 24.0 24.0 62.0
4 7 14.0 14.0 76.0
5 12 24.0 24.0 100.0
Total 50 100.0 100.0
Interpretation- the above frequency table shows that 19 clients agreed with question that
contractor discuss changes with them whereas 12 was neutral and 19 disagreed with it. Thus, it
can be stated that clients remain neutral in this. Sometimes, contractor does not communicate
with them when any change happen in project.

Theme 12 - Considering same contractor for future project
I will consider this contractor for future project if they keep showing same
behaviors
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 13 26.0 26.0 26.0
2 15 30.0 30.0 56.0
3 9 18.0 18.0 74.0
4 6 12.0 12.0 86.0

5 7 14.0 14.0 100.0
Total 50 100.0 100.0
Interpretation – It can be stated from above table that 13 business strongly agreed with that they
will prefer same contractor in the future, 15 was agreed with this. Therefore, business focus on
behaviour of contractor. This enables them to become loyal towards them. They will consider
trust and loyalty of contractors. From secondary research it is identified that many business do
not want to opt the same contractor for future. They said they will change it after specific time
period.

Price perception :
Frequency table
Q-14 Q-15 Q-16 Q-17
N Valid 50 50 50 49
Missing 0 0 0 1
Mean 3.00 2.80 2.92 2.90
Std. Error of Mean .206 .208 .198 .213
Median 3.00 3.00 3.00 3.00
Mode 2 1 1a 1
Std. Deviation 1.457 1.471 1.397 1.489
Variance 2.122 2.163 1.953 2.219
Sum 150 140 146 142
Theme 14 Project pricing received by this contractor is attractive
project pricing received by this contractor is attractive
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 9 18.0 18.0 18.0
2 13 26.0 26.0 44.0
3 9 18.0 18.0 62.0
4 7 14.0 14.0 76.0
5 12 24.0 24.0 100.0
Total 50 100.0 100.0

Interpretation – the table shows that many businesses was not agreed with the price that was
offered by contractor. So this has allowed them to switch between contractor that offers them
cheap price. So it has affected their long term relationship.
Theme 15 The change cost offered by contractor is reasonable
The change cost offered by contractor is reasonable

Frequency Percent Valid Percent Cumulative
Percent
Valid 1 13 26.0 26.0 26.0
2 10 20.0 20.0 46.0
3 11 22.0 22.0 68.0
4 6 12.0 12.0 80.0
5 10 20.0 20.0 100.0
Total 50 100.0 100.0
Interpretation – From the above frequency table it can be stated that almost 23 clients out of 50
was agreed with that the change price offered by contractor to them was reasonable than first
one. This has attracted them to work with them for long term. Secondary data shows that many
clients believed that contractors do not offer reasonable price to them. They charge more for
using certain number of services.

Theme 16 Contractor is showing a flexibility in pricing to meet the client’s needs
Contractor is showing a flexibility in pricing to meet the client’s needs
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 11 22.0 22.0 22.0
2 9 18.0 18.0 40.0
3 11 22.0 22.0 62.0
4 11 22.0 22.0 84.0
5 8 16.0 16.0 100.0

Total 50 100.0 100.0
Interpretation – Frequency table describes that among 50 business 11 strongly agreed that
contractor shows flexibility in pricing to meet client needs, 9 agreed with it. But on the other
hand 11 disagreed with it and 8 strongly disagreed.
Theme 17 Continue to consider contractor for future project
Continue to consider contractor for future project
Frequency Percent Valid Percent Cumulative
Percent

Valid 1 12 24.0 24.5 24.5
2 10 20.0 20.4 44.9
3 8 16.0 16.3 61.2
4 9 18.0 18.4 79.6
5 10 20.0 20.4 100.0
Total 49 98.0 100.0
Missing System 1 2.0
Total 50 100.0
Interpretation – By the above frequency table it can be said that 12 clients strongly agreed and
10 agreed with that they will consider the same contractor for the future. This is because they
will provide competitive price to them. This has helped contractor to change their prices as per
client needs. From secondary research it is identified that many business do not want to opt the
same contractor for future. They said they will change it after specific time period.

Trust :
Frequency table
Statistics
Q-18 Q-20 Q-21 Q-22 Q-23
N Valid 50 50 50 50 50
Missing 0 0 0 0 0
Mean 2.64 3.18 3.12 2.94 3.12
Std. Error of Mean .206 .205 .199 .188 .205
Median 2.00 3.00 3.00 3.00 3.00
Mode 1 5 3a 3 5
Std. Deviation 1.453 1.453 1.409 1.331 1.452
Variance 2.113 2.110 1.985 1.772 2.108
Sum 132 159 156 147 156
Statistics
Q-24 Q-25 Q-26 Q-27
N Valid 50 50 50 50
Missing 0 0 0 0
Mean 2.54 3.16 2.66 3.26
Std. Error of Mean .198 .201 .197 .193
Median 2.00 3.00 2.00 3.00
Mode 1 5 2a 5
Std. Deviation 1.403 1.419 1.394 1.367
Variance 1.968 2.015 1.943 1.870
Sum 127 158 133 163

Theme 18 Contractor is reliable because its main concern is client interest
Contractor is reliable because its main concern is client interest
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 15 30.0 30.0 30.0
2 11 22.0 22.0 52.0
3 9 18.0 18.0 70.0
4 7 14.0 14.0 84.0
5 8 16.0 16.0 100.0
Total 50 100.0 100.0
Interpretation – By above table it can be said that 15 was strongly agreed and 11 was agreed
with that they rely on contractor because they work on clients interest. So it can be concluded
that trust is build by considering clients interest

Theme 20 Reputation of contractor in my organization is trustworthy
Reputation of contractor in my organization is trustworthy
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 9 18.0 18.0 18.0
2 8 16.0 16.0 34.0
3 11 22.0 22.0 56.0
4 9 18.0 18.0 74.0
5 13 26.0 26.0 100.0

Total 50 100.0 100.0
Interpretation – As per the table it is stated that there was confusion between clients. 15 agreed
that reputation of contractor was trustworthy and 22 disagreed with it. Therefore, it can be said
that there was lack of trust among clients. Due to this contractor reputation was spoiled.
Theme 21- Previous project executed by contractor is considered while deciding the current
project execution

the previous project executed by this contractor is considered while
deciding the current project execution’s contractor selection.
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 8 16.0 16.0 16.0
2 10 20.0 20.0 36.0
3 12 24.0 24.0 60.0
4 8 16.0 16.0 76.0
5 12 24.0 24.0 100.0
Total 50 100.0 100.0
Interpretation – By studying the above table it can be stated that 18 clients agreed that previous
projects are considered before current one and 20 disagreed with this. It can be concluded that
trust of clients has declined due to this.

Theme 22- Recommended to hire contractor due to positive past experience
I recommended to hire this contractor due to positive past experience.
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 8 16.0 16.0 16.0
2 12 24.0 24.0 40.0
3 14 28.0 28.0 68.0
4 7 14.0 14.0 82.0
5 9 18.0 18.0 100.0

Total 50 100.0 100.0
Interpretation - From the above table it is studied that 8 business strongly agree and 12 agree
that they will recommend contractor because of past experience. While 7 disagree and 9 strongly
disagreed. From this it can be said that client have started trusting contractors.
Theme 23- The policies and practices of this contractor are trustworthy
the policies and practices of this contractor are trustworthy.
Frequency Percent Valid Percent Cumulative
Percent

Valid 1 9 18.0 18.0 18.0
2 9 18.0 18.0 36.0
3 12 24.0 24.0 60.0
4 7 14.0 14.0 74.0
5 13 26.0 26.0 100.0
Total 50 100.0 100.0
Interpretation - The above table shows that equal number of business I.e. 9 both strongly agree
and agree that contractor policies are trustworthy. But 7 disagreed and 13 strongly disagreed with
it. Hence, business trust is gained by dealing in fair practices.

Theme 24- The services provided by this contractor is secure
the services provided by this contractor is secure.
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 16 32.0 32.0 32.0
2 11 22.0 22.0 54.0
3 9 18.0 18.0 72.0
4 8 16.0 16.0 88.0
5 6 12.0 12.0 100.0
Total 50 100.0 100.0
Interpretation - the frequency table shows that most of the business agreed that services
provided by contractor are secure. So it can be said that by providing secure service contractor
has been able to gain trust of businesses.

Theme 25 – The contractor reputation is high
I consider this contractor reputation is high.
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 8 16.0 16.0 16.0
2 10 20.0 20.0 36.0
3 10 20.0 20.0 56.0
4 10 20.0 20.0 76.0
5 12 24.0 24.0 100.0

Total 50 100.0 100.0
Interpretation – By studying the above table it is concluded that many businesses disagreed that
the contractor reputation is high. But some businesses agreed with it. Therefore, it can be said
that reputation of contractor is major aspect in gaining trust of business.
Theme 26 Having good feeling about the contractor’s social responsibility
I have a good feeling about the contractor’s social responsibility
Frequency Percent Valid Percent Cumulative
Percent

Valid 1 11 22.0 22.0 22.0
2 17 34.0 34.0 56.0
3 9 18.0 18.0 74.0
4 4 8.0 8.0 82.0
5 9 18.0 18.0 100.0
Total 50 100.0 100.0
Interpretation – By the above table it can be stated almost all the organisation agreed that
contractor are highly involved in social responsibility. So this has increased the trust of
organisation on contractors. They are able to maintain strong relations with them.

Theme 27 - Contractor deliver high-quality project to both clients and users
the contractor deliver high-quality project to both clients and end users.
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 6 12.0 12.0 12.0
2 10 20.0 20.0 32.0
3 12 24.0 24.0 56.0
4 9 18.0 18.0 74.0
5 13 26.0 26.0 100.0
Total 50 100.0 100.0
Interpretation – By analysing the above table it can be said that 16 customers agreed that
contractor deliver high quality project but 22 disagreed with this. Thus, it is concluded that due
to delivering poor quality services' customers trust has declined.

Satisfaction:
Frequency table :
Q-28 Q-30 Q-31
N Valid 50 50 50
Missing 0 0 0
Mean 2.84 2.68 2.60
Std. Error of Mean .190 .182 .185
Median 3.00 2.00 2.00
Mode 3 2 1a
Std. Deviation 1.346 1.285 1.309
Variance 1.811 1.651 1.714
Sum 142 134 130
Theme 28. I am satisfied with the overall service quality offered by contractor
I am satisfied with the overall service quality offered by this contractor.
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 10 20.0 20.0 20.0
2 11 22.0 22.0 42.0
3 14 28.0 28.0 70.0
4 7 14.0 14.0 84.0
5 8 16.0 16.0 100.0
Total 50 100.0 100.0
Interpretation As per the table it can be states that 21 companies agreed that they were satisfied
with the quality of services that was provided by contractor. 14 reacted neutral to this question.
Thus, it can be concluded that by providing high quality of services to companies, contractors
has increased their satisfaction.

Theme 30 I am satisfied with the performance of front-line employees of contractor
I am satisfied with the performance of the front-line employees of this
contractor.
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 9 18.0 18.0 18.0
2 20 40.0 40.0 58.0
3 3 6.0 6.0 64.0
4 14 28.0 28.0 92.0
5 4 8.0 8.0 100.0

Total 50 100.0 100.0
Interpretation – By analysing the above table it can be stated that 20 business agreed that they
were satisfied with performance of front-line employees of contractors. While 14 disagreed with
it. From this it can be said services provided by employees has met the needs of business. With
this they are satisfied with contractors.
Theme 31 I am comfortable about the relationship with contractor

I am comfortable about the relationship with this contractor
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 13 26.0 26.0 26.0
2 13 26.0 26.0 52.0
3 9 18.0 18.0 70.0
4 11 22.0 22.0 92.0
5 4 8.0 8.0 100.0
Total 50 100.0 100.0
Interpretation – From the frequency table it is identified that almost half of organisation agreed
that they have developed effective relationship with clients. This means that organisation trust
contractors and are satisfied with them. It is the reason of effective relationship between them.

Customer loyalty
Frequency table
Q-33 Q-34 Q-35 Q-36
50 50 50 50
0 0 0 0
3.12 3.22 3.26 2.96
.201 .205 .200 .206
3.00 3.00 3.50 3.00
5 5 4 3
1.423 1.447 1.411 1.456

2.026 2.093 1.992 2.121
156 161 163 148
Theme 33 If I change my job, I will continue nominate this contractor for project
If I change my job with current employer to another employer, I will
continue nominate this contractor for project execution.
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 8 16.0 16.0 16.0
2 11 22.0 22.0 38.0
3 10 20.0 20.0 58.0
4 9 18.0 18.0 76.0
5 12 24.0 24.0 100.0
Total 50 100.0 100.0
Interpretation – The frequency table shows that 8 customer’s strongly agreed and 11 agreed
that they will continue with same contractor even if their employer is changed. On the contrary 9
disagreed and 12 strongly disagreed with this. Therefore, it is concluded that some suppliers are
not loyal. They will not continue with same contractor.

Theme 34 Even if another contractor provide me lower price, I will continue nominating this
contractor
Even if another contractor providing me a lower bidding price, I will
continue nominating this contractor
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 9 18.0 18.0 18.0
2 7 14.0 14.0 32.0
3 11 22.0 22.0 54.0
4 10 20.0 20.0 74.0

5 13 26.0 26.0 100.0
Total 50 100.0 100.0
Interpretation – By above table it is identified that customer’s disagreed that if other contractor
provide them low price they will deal with them. So it means that there is lack of loyalty among
them. For this price is the main factor.
Theme 35 I am willing to recommend this contractor to other clients
I am willing to recommend this contractor to be considered to other clients

Frequency Percent Valid Percent Cumulative
Percent
Valid 1 8 16.0 16.0 16.0
2 8 16.0 16.0 32.0
3 9 18.0 18.0 50.0
4 13 26.0 26.0 76.0
5 12 24.0 24.0 100.0
Total 50 100.0 100.0
Interpretation – By studying the table it is stated that half of companies disagreed that they will
not recommend contractor to others. From this it can be said that companies are not loyal
towards their contractors. It might be due to their relations that has affected their loyalty.

Theme 36 To me, this contractor provides the best services in construction sector
To me , this contractor clearly is able to provide the best services in
construction sector.
Frequency Percent Valid Percent Cumulative
Percent
Valid 1 11 22.0 22.0 22.0
2 9 18.0 18.0 40.0
3 12 24.0 24.0 64.0

4 7 14.0 14.0 78.0
5 11 22.0 22.0 100.0
Total 50 100.0 100.0
Interpretation – the frequency table shows that 11 customer’s strongly agreed and 9 agreed that
their contractor provided best services to them while 12 reacted neutral to this. Thus, it is
concluded that customer’s are loyal towards their contractors. They have developed effective
relationship with them.

Multiple Linear Regression
Variable 1 – Relationship marketing
Variable 2 – Customer loyalty
1) between theme 3 and 32
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .030a .001 -.020 1.447
a. Predictors: (Constant), thecontractor management are
respondingtotheclientcomplaints quickly
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression .091 1 .091 .043 .836b
Residual 100.489 48 2.094
Total 100.580 49
a. Dependent Variable: I intent to continue consider this contractor for long time.
b. Predictors: (Constant), thecontractor management are respondingtotheclientcomplaints quickly
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta

1 (Constant) 2.689 .481 5.590 .000
thecontractor management
are
respondingtotheclientcomplai
nts quickly
.034 .161 .030 .208 .836
a. Dependent Variable: I intent to continue consider this contractor for long time
Findings and analysis –Based on the results, it can be seen that correlation is founded to .030
and R is .001 means the contractor management are responding to the client complaints quickly
is positively related with the continue consider this contractor for long time. As, per the Anova
table, sig. value is identified to.836 above the acceptable level (α) of 0.05 which indicates that
there are no evidences available to support null hypothesis. therefore, it is clear that there is
relationship between client satisfaction with long term work.
2) between theme 7 and 29
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .045a .002 -.019 1.322
a. Predictors: (Constant), the contractor is taking an effective way while
pricing the project.
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression .173 1 .173 .099 .755b
Residual 83.827 48 1.746
Total 84.000 49

a. Dependent Variable: the cost of project executed by this contractor is trustworthy
b. Predictors: (Constant), the contractor is taking an effective way while pricing the project.
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 2.864 .472 6.064 .000
the contractor is taking an
effective way while pricing
the project.
.043 .137 .045 .314 .755
a. Dependent Variable: the cost of project executed by this contractor is trustworthy
Findings and analysis - Based on the results, it can be seen that correlation is founded to .045
and R is .002 the contractor is taking an effective way while pricing the project.is has high level
of positive relationship with the the cost of project executed by this contractor is trustworthy. As
per the Anova table, sig. value is identified to.755 above the acceptable level (α) of 0.05 which
indicates that there are no evidences available to support null hypothesis. therefore it is clear that
there is relationship between pricing of the project with the quality of project
3) between theme 13 and 19
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .083a .007 -.014 1.413
a. Predictors: (Constant), the contractor is reporting the construction
defects honestly to the clients
ANOVAa

Model Sum of Squares df Mean Square F Sig.
1 Regression .657 1 .657 .329 .569b
Residual 95.843 48 1.997
Total 96.500 49
a. Dependent Variable: I am satisfied with the professional competence of this contractor.
b. Predictors: (Constant), the contractor is reporting the construction defects honestly to the clients
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 2.455 .471 5.214 .000
the contractor is reporting
the construction defects
honestly to the clients
.091 .159 .083 .574 .569
a. Dependent Variable: I am satisfied with the professional competence of this contractor.
Findings and analysis - Based on the results, it can be seen that correlation is founded to .083
and R is .007 means, the contractor is reporting the construction defects honestly to the clients is
positively related with the satisfaction of professional competence of this contractor As, per the
Anova table, sig. value is identified to.569 above the acceptable level (α) of 0.05 which indicates
that there are no evidences available to support null hypothesis. therefore, it is clear that there is
relationship between satisfaction of client with the honesty of clients.
Interview questions:
Theme 1- Practising a relationship marketing with stakeholders
Interpretation – From the above data it can be concluded that out of 50 business, most of them
said that they maintain an effective relationship with their stakeholders. They also said that it
helps them to build an effective image in the market. Also, it was said by them that relationship

marketing supports them to provide information about change in plans or services. This enables
them to gain their trust.
Theme 2 : Motivation of practising relationship marketing in construction sectors
Interpretation – An interview was conducted by researcher in which 50 business engaged in
construction sector was selected randomly. From data collected it is identified that high profits is
the main motivation factor for them. Also, to gain trust business maintain effective relation with
other companies. Moreover, the offers that are provided by companies motivate them to practice
relationship marketing.
Theme 3 - Relationship marketing helps organization achieving the success
Interpretation – The researcher conducted interview for attaining aims and objectives. By
analysing the data from interviews taken it was concluded that almost all the business said that
relationship marketing has helped them to achieve success. Also, they are able to grow and
expand in different areas.
Theme 4 Relationship marketing helps in establishing long term relationship with
contractor
Interpretation – As per the interview that was conducted by researcher the data of 50 different
business was collected. From this it was identified that 30 business said that it by providing
attractive offers and discounts. It helps in building long term relations with clients. Moreover,
relationship marketing can not be done without maintaining long term relationship.
Theme 5 Type of data that is collected
Interpretation- In the interview that was conducted by researcher, by collecting data it was
identified that business are collecting some information regarding customer info, use feedback
and marketing activities. This has being useful for them to identify their needs so that it can be
fulfilled. Also, the information has enabled them in regular communication. With this they have
maintained long term relationship.
Theme 6 Implementation of marketing relationship

Interpretation From the data that was collected by conducting interview it was identified that
out of 50 business, 45 said that they have implemented marketing activities for customer. In this
they have analysed the loyalty of customer. On this basis they have implemented strategies. It
has benefited business as they are able to categorised customer on certain basis.
Theme 7 Grouping previous and current customers
Interpretation – According to the interview that was taken by researcher of 50 business. It was
identified that mostly business follows a particular grouping structure. In this they have grouped
customers on set standards such as retention, loyalty and satisfaction. This has benefited in
identifying their loyalty level.
Theme 8 Regularly analysing customer behaviour and characteristic
Interpretation – The researcher conducted interview of 50 customers. In this he identified that
most of business regularly monitor their clients behaviour. This helps them to identify their
needs and change in services. It has been beneficial for them to provide effective services to
them so that they can be retained.
Theme 9 Categorising loyal customers
Interpretation – In an interview that was conducted by researcher, it was identified that only
some business categorise their customers. This is because it is very difficult for them identify the
loyalty of customers. Also, customer needs changes so loyalty can not be measured.
Theme 10 Providing extra services to loyal customers
Interpretation – From the interview that was conducted by researcher, it was identified that
almost all business provides extra services to loyal customers. This gives them an advantage as it
helps in retain them and creating large customer base. Moreover, it helps them to gain more
competitive advantage in construction sector. By providing extra services to customers, they are
able to attract large number of people.
Theme 11 Retention leads to profitability

Interpretation – the researcher took the interview of 50 organisation in construction sector.
From this it was identified by him that most of them did not agree with this that 10% retention
leads to 80% profitability. This is because customers likes to interact with them regularly. Also,
in order to generate more profits, extra services must be provided to them.

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
1) To understand the importance of customer loyalty in relationship marketing in construction
industry
From the above dissertation it has been concluded by the researcher that real estate is
emerging rapidly in Saudi Arabia. Also, relationship marketing is a new concept that is been
followed in construction sector. It is a concept in which companies develop long term relations
with them. With this they are able to gain trust of customers. It has also helped them to convert
them into loyal customers so that more profits can be generated. It has benefited B2B through
which real estate sector is expanding business in different areas. In order to implement
relationship marketing there are various things that must be taken into consideration. This will
help B2B in increasing customer loyalty. From research it is said that due to relationship
marketing it is B2B environment is done.
2) To identify the factors that influenced customer loyalty in B2B environment
Apart from this, the dissertation also concludes that relationship marketing is based on
customer loyalty. Without developing loyalty marketing can be done. Moreover, there are
several drivers on which customer loyalty is based. These are satisfaction, trust and service
quality. So business should ensure that these factors are not affected. If there is any change in
any one of them, it will highly affect customer loyalty. So companies must consider these while
providing services to clients. With this they will be able to provide high quality services and
maintain strong relation in B2B. By data analysis it is concluded that price and quality are crucial
factors in customer loyalty. It is because companies resist change in price and want high quality
service. So if any change in this will affect their loyalty.
3) To analyse ways through which marketing can influence customer loyalty within B2B
environment in construction industry in KSA
In this dissertation linear regression has been applied by researcher to identify the
correlation between two variables that are relationship marketing and customer loyalty. The

researcher has concluded that without developing effective relations, loyalty can not be gained.
Also, many B2B focuses on long term relationship so that more can be attracted. Furthermore,
the concept of relationship marketing is applied by companies that do business in B2B way.
This is because of the nature of business. Furthermore, relationship marketing in construction
sector has helped in developing loyal customers. The companies in Saudi Arabia is effectively
engaged in relationship marketing. Due to this they are able to attract other companies. Also, it is
stated that many business are overall satisfied with the services provided by contractors. It has
enabled them to become loyal towards them. Many companies in construction sector focus on
B2B concept. They try to gain business trust and confidence by standing out on their promises.
Moreover, on this basis relations are developed and maintained.
5.2 Recommendations
The researcher has provided some recommendations that can be followed by organisation
in B2B environment of Saudi Arabia in construction sector. They are as follows :-
 Improving quality of services – This is the first thing that can be followed by business
in real estate. There are different types of services that are provided by clients in B2B
environment. Thus, by providing high quality of services to customer, loyalty can be
gained. It will also help in attracting other customers. Generally, in construction sector
many changes occurs in policies, so it affects the service quality. Therefore, business
should ensue that quality remains the same.
 Completing projects in time – This is an essential concept in construction sector. In this
companies can complete their project in specified time. This will help in increasing
customer satisfaction. With this they will become loyal to organisation. Besides this,
completion of project in time will reflect positive image of organisation in minds of
customers. It will show the commitment of organisation. By this they will be able to
develop more loyal customers. Moreover, it will lead to effective relationship marketing.

 Providing attractive offers – It refers to providing effective and attractive offers to loyal
clients in order to increase their satisfaction. This will make them feel that organisation
works in their interest and care about them. Furthermore, it will help in categorising
customers on the basis of loyalty level. However, offers may consists of benefits, bonus,
profit sharing, etc. that will help in building long term relationship with clients.
 Changing pricing as per needs of clients- It is also another suggestion that can be used
by applied in relationship marketing. In this business can change their price according ton
the needs of clients. With this they will be able to measure customer loyalty. Also, it will
help in segmenting customers. It will allow business to develop marketing strategies
accordingly. Moreover, they will focus on loyal customers more.
The next researcher can use information of present dissertation and can analyse influence
on customer loyalty due to change in market conditions. The researcher can also use the factors
such as price, offers, needs, etc. to identify its influence on loyalty and relationship marketing.
This will help researcher in getting more precise data and information and reason that why
business switch from one company to other in construction sector.

REFERENCES
Books and journals
Badi, S., Wang, L. and Pryke, S., 2017. Relationship marketing in Guanxi networks: A social
network analysis study of Chinese construction small and medium-sized
enterprises. Industrial Marketing Management, 60, pp.204-218.
Briggs, E. & Grisaffe, D., 2010. Service Performance—Loyalty Intentions Link in a Business-
to-Business Context: The Role of Relational Exchange Outcomes and Customer
Characteristics. Journal of Service Research, 13(1), pp.37–51.
Christopher, M., Payne, A. & et.al.,, 2002. Relationship marketing creating shareholder
valueRev., Oxford: Butterworth-Heinemann.
Christopher, Martin, & et.al.,2013. Relationship Marketing Rev. ed.]., Routledge Ltd.
Coleman, D.A., de Chernatony, L. and et.al., 2015. B2B service brand identity and brand
performance: an empirical investigation in the UK’s B2B IT services sector. European Journal
of Marketing, 49(7/8), pp.1139-1162.
Gupta, S., Balmer, J.M. and et.al., 2015. Brands in, from and to emerging markets: The role of
industrial relationships.
Hollenbeck, J.R., Noe, R.A. and et.al., 2018. Human resource management: Gaining a
competitive advantage. McGraw-Hill Education.
Hollmann, T., Jarvis, C.B. and et.al., 2015. Reaching the breaking point: a dynamic process
theory of business-to-business customer defection. Journal of the Academy of Marketing
Science, 43(2), pp.257-278.
Horn, D., Feinberg, R. & et.al., 2005. Determinant elements of customer relationship
management in e-business. Behaviour & Information Technology, 24(2), pp.101–109.
Kumar, V. and Pansari, A., 2016. Competitive advantage through engagement. Journal of
Marketing Research, 53(4), pp.497-514.

Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing, 79(1), pp.1-9.
Saurage-Altenloh, S. and Randall, P.M., 2018. The Influence of CSR on B2B Relationships:
Leveraging Ethical Behaviors to Create Value. In Ethical Standards and Practice in
International Relations (pp. 1-21). IGI Global.
Sharma, A. and Syam, N., 2018. Sales and customer development: An agenda for
inquiry. Industrial Marketing Management, 69, pp.133-134.
Sheth, J., 2017. Revitalizing relationship marketing. Journal of Services Marketing, 31(1), pp.6–
10.
Silva & Gonçalves, 2016. Causal recipes for customer loyalty to travel agencies: Differences
between online and offline customers. Journal of Business Research, 69(11), pp.5512–
5518.
Taylor, S.A. and Hunter, G., 2014. AN EXPLORATORY INVESTIGATION INTO THE
ANTECEDENTS OF SATISFACTION, BRAND ATTITUDE, AND LOYALTY
WITHIN THE (B2B) ECRM INDUSTRY. Journal of Consumer Satisfaction,
Dissatisfaction & Complaining Behavior, 27.
Vize, R., Coughlan, J. and et.al., 2016. Measuring B2B relationship quality in an online context:
Exploring the roles of service quality, power, and loyalty. In Celebrating America’s
Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? (pp. 255-267). Springer, Cham.

Appendix
Reliability statistics
Reliability Statistics
Cronbach's
Alpha
Cronbach's Alpha Based
on Standardized Items
N of Items
.122 .140 36
Findings and analysis - The above reliability statistics shows that cornbach's alpha obtained
is .122 which indicates that there is very low level of internal consistency in selecting the sample
size for conducting research.
Exploratory factor analysis
Communalities
Initial Extraction
contractorfollowstimelymanner 1.000 .655
managersofcontractorwillingtohelp 1.000 .798
contractormanagementrespondingtocomplaints 1.000 .759
contractordeliveringgoodqualityservices 1.000 .723
contractorshowsinteresttomeetclien 1.000 .792
contractorprovidesaccurateprogressreport 1.000 .911
contractorreportsconstructiondefectshon 1.000 .728
contractorcommittedtomilestonedates 1.000 .762
contractorcommittedprojecthandoverdate 1.000 .634
contractorshowhonestybehaviorwhilesubmittingclaim 1.000 .724
contractordiscusschangesmighthappenproject 1.000 .804
Iwillconsidercontractorforfutureproject 1.000 .709
contractoristakingeffectivewaywhilepricingproject 1.000 .802
projectpricingreceivedbycontractorisattractive 1.000 .726
changecostsofferedbycontractorisreasonable 1.000 .675
contractorshowsflexibilityinpricingdifferentservices 1.000 .750
Iwillcontinueconsideringcontractorforfutureincompetitiveprice 1.000 .829

Thiscontractorisreliablebecauseitmainlyconcernclientinterest 1.000 .749
costofprojectexecutedbycontractoristrustworthy 1.000 .860
reputationofcontractorinmyorganizationistrustworthy 1.000 .732
previousprojectexecutedisconsiderwhiledecidingcurrentone 1.000 .635
Irecommendedtohirecontractorduetopastexperience 1.000 .809
policiesandpracticesofcontractoraretrustworthy 1.000 .637
servicesprovidedbycontractorissecure 1.000 .911
Iconsidercontractorreputationishigh 1.000 .687
Ihaveagoodfeelingaboutthecontractorsocialresponsibility 1.000 .682
contractordeliverahighqualityprojecttobothclientsandendusers 1.000 .730
Iamsatisfiedwiththeoverallservicequalityofferedbycontractor 1.000 .711
Iamsatisfiedwiththeprofessionalcompetenceofcontractor 1.000 .840
Iamsatisfiedwiththeperformanceofemployeesofcontractor 1.000 .800
Iamcomfortableabotuttherelationshipwithcontractor 1.000 .818
Iintenttocontinueconsiderthiscontractorforlongtime 1.000 .810
IfIchangemyjobIwillcontinuenominatethiscontractor 1.000 .841
ifanothercontractorprovidesmelowpriceIwillcontinuemycontractor 1.000 .681
Iamwillingtorecommendcontractortootherclients 1.000 .814
Tomethiscontractorprovidesthebestservices 1.000 .804
Extraction Method: Principal
Component Analysis.
Total
Variance
Explained

Component Initial Eigenvalues E
x
t
r
a
c
t
i
o
n
S
u
m
s
o
f
S
q
u
a
r
e
d
L
o
a
d
i
n
g
s
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 3.408 9.466 9.466 3.408 9.466 9.466
2 3.072 8.533 17.999 3.072 8.533 17.999

3 2.623 7.287 25.285 2.623 7.287 25.285
4 2.532 7.033 32.318 2.532 7.033 32.318
5 2.052 5.701 38.018 2.052 5.701 38.018
6 1.967 5.463 43.481 1.967 5.463 43.481
7 1.808 5.022 48.503 1.808 5.022 48.503
8 1.707 4.741 53.244 1.707 4.741 53.244
9 1.595 4.431 57.675 1.595 4.431 57.675
10 1.533 4.259 61.934 1.533 4.259 61.934
11 1.417 3.936 65.869 1.417 3.936 65.869
12 1.352 3.757 69.626 1.352 3.757 69.626
13 1.209 3.358 72.984 1.209 3.358 72.984
14 1.057 2.935 75.919 1.057 2.935 75.919
15 .989 2.747 78.666
16 .939 2.608 81.274
17 .888 2.467 83.741
18 .859 2.386 86.127
19 .709 1.970 88.097
20 .592 1.645 89.742
21 .538 1.496 91.238
22 .476 1.323 92.561
23 .474 1.315 93.876
24 .379 1.053 94.929
25 .345 .957 95.886
26 .306 .851 96.738
27 .251 .696 97.434
28 .190 .528 97.962
29 .177 .491 98.453
30 .156 .434 98.886
31 .138 .383 99.269
32 .123 .340 99.609
33 .077 .214 99.823
34 .040 .111 99.934
35 .024 .066 100.000
36 -3.966E-017 -1.102E-016 100.000

Extraction
Method:
Principal
Component
Analysis.

Com
pone
nt
Matri
xa
C
o
m
p
o
n
e
n
t
1 2 3 4 5 6 7 8 9 10 11 12 13 14
contractorfollowstimelymanner -.1
60
.40
5
-.1
57
.43
3
.37
7
-.2
18
.14
6
managersofcontractorwillingtohelp .72
7
-.2
80
.10
1
.18
5
.15
2
.16
6
-.1
14
.21
8
-.1
34
contractormanagementrespondingtocomplaints .21
8
-.1
43
-.3
95
-.1
15
.46
5
-.2
28
.17
2
.22
1
.35
8 .156
contractordeliveringgoodqualityservices .28
1
-.2
79
-.1
63
.15
7
-.3
18
.16
2
-.1
91
.36
3
.27
4
-.3
08
.15
0 .156
contractorshowsinteresttomeetclien .15
1
.62
4
-.2
74
.15
5
.10
3 .482
contractorprovidesaccurateprogressreport .76
8
.35
8
.20
4
-.1
87
.16
7
.14
4
.19
9 .111
contractorreportsconstructiondefectshon .36
6
.37
9
.34
5
-.3
81
-.1
06
-.1
44
.11
8
.12
3
-.2
51
.19
9
.12
2
contractorcommittedtomilestonedates .16
6
-.2
72
-.1
99
.20
7
.10
8
.45
8
.44
3
.14
6
-.1
78
-.3
14
contractorcommittedprojecthandoverdate .23
5
.26
5
-.2
66
-.3
60
-.4
40
-.1
62
-.1
70
.16
2
-.1
46
contractorshowhonestybehaviorwhilesubmittingcl
aim
-.4
39
.16
1
.53
6
.13
9
.17
5
.15
7
.23
1 -.267
contractordiscusschangesmighthappenproject -.1
19
.39
2
-.1
31
-.3
42
.29
7
.40
6
.41
6
-.2
06
.11
4

Iwillconsidercontractorforfutureproject -.1
64
.56
9
.12
3
.27
7
.16
9
.22
6
-.3
12
-.1
35
-.1
98 .132
contractoristakingeffectivewaywhilepricingproject .15
6
.51
9
-.2
93
-.1
81
.12
6
-.1
28
-.2
06
-.3
60
.18
8
-.1
59
-.2
45 -.233
projectpricingreceivedbycontractorisattractive -.5
49
.19
6
-.3
59
.37
1
-.1
26
.11
1
.25
7
changecostsofferedbycontractorisreasonable .47
2
-.2
68
.29
1
.42
4
-.1
27
.10
5
.21
9 .142
contractorshowsflexibilityinpricingdifferentservice
s
-.1
57
-.1
14
.18
5
-.6
47
.29
2
.11
5
.15
0
-.3
07 .145
Iwillcontinueconsideringcontractorforfutureincom
petitiveprice
-.2
43
.26
8
.43
5
-.3
00
-.1
87
-.2
00
-.3
75
-.3
00 .313
Thiscontractorisreliablebecauseitmainlyconcernc
lientinterest
-.3
15
.53
4
-.1
90
.32
0
.23
3
-.1
06
.18
6
-.1
19
.17
6
.21
6 .148
costofprojectexecutedbycontractoristrustworthy .16
4
.31
3
.49
0
.41
6
.14
3
.16
7
.30
7
-.2
94
-.1
64 -.242
reputationofcontractorinmyorganizationistrustwor
thy
-.2
64
.47
8
.32
8
.34
3
.33
5
.19
4 .160
previousprojectexecutedisconsiderwhiledeciding
currentone
.19
2
-.2
71
-.1
87
-.2
39
.33
1
-.4
07
-.1
14
.32
7
-.1
62
Irecommendedtohirecontractorduetopastexperie
nce
.12
8
-.1
29
.19
1
-.2
23
-.1
20
.40
2
-.1
50
-.3
58
.36
0
.44
1 -.130
policiesandpracticesofcontractoraretrustworthy -.3
20
-.2
66
.22
3
.42
9
.14
4
-.2
93
.30
6
servicesprovidedbycontractorissecure .76
8
.35
8
.20
4
-.1
87
.16
7
.14
4
.19
9 .111
Iconsidercontractorreputationishigh -.1
55
-.3
69
.16
5
-.3
24
.35
9
.22
9
.34
2
-.2
50 -.129
Ihaveagoodfeelingaboutthecontractorsocialrespo
nsibility
-.1
64
-.3
34
.48
9
.21
1
-.3
22
.20
0
.24
0
.17
1
.10
7
contractordeliverahighqualityprojecttobothclients
andendusers
-.4
31
.22
2
-.1
10
-.2
47
-.3
77
.20
8
.25
0
.31
7
.11
9
.15
9 .164
Iamsatisfiedwiththeoverallservicequalityofferedby
contractor
-.2
78
.24
4
-.2
05
.24
0
.21
2
.15
9
-.2
20
.38
4
-.1
62
.24
7 -.326
Iamsatisfiedwiththeprofessionalcompetenceofco
ntractor
.27
5
-.1
67
-.2
12
.20
6
-.1
49
.43
8
-.4
94
.15
5
.26
6
.12
8
.13
3
.20
8 .118