| Title |
A Study on the Relationship between CM Selection Factors and Characteristics of Clients |
| Keywords |
Construction Management ; Clients' Characteristics ; Selection Factor |
| Abstract |
The market competition among CM firms is rapidly increasing due to the rising demand of CM, large and complex construction products, and a limited domestic market for CM. The aim of this research is to offer useful data to CM firms on how to establish an effective marketing strategy by analyzing the characteristics of clients as factors in selecting CM. To study the characteristics and factors for selecting CM, this paper conducted a survey on 135 clients who have used CM services. CM selection factors are classified into brand image, management skills, ability of staffs, past performance and word-of-mouth marketing. This paper proposes certain patterns to apply in the CM selection factors according to the customers and projects, duration of service, and age of customers. Results of this study revealed that clients select CM based on their preferred patterns according to the type of customers and projects, duration of service, and age of customers. Also, clients prefer to look at past performance and the brand image in residential facilities and religion facilities. These results can be used to efficiently improve marketing strategy by first analyzing several factors that influence the selection of CM based on customer characteristics. |