Dissertation TABLE OF CONTENTS Abstract 4 CHAPTER 1: Introduction 1 1.1 Introduction 1 1.2 Introduction 1 1.3 Background of research

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.