| Abstract: | In spite of the misperceptions of marketing in some quantity surveying (QS) firms, QS firms have generally embraced the general concepts of relationship marketing (RM) as part of their business strategy because relationships are considered to be important to a service-oriented business. However, this practice could be improved by adopting a more comprehensive approach to RM, such as the adoption of total relationship marketing (TRM) principles in their organizations. The focus of this study is to examine the perceptions and practices of RM of QS firms in the Singapore construction industry. Survey findings from 22 QS firms were examined in this study. The findings suggest that QS firms can focus on RM and TRM, with traditional marketing principles forming the basis of their marketing efforts. |
