Smyth, H; Duryan, M and Kusuma, I (2019) Service design for marketing in construction: Tactical implementation in the "business development management". Built Environment Project and Asset Management, 9(1), pp. 87-99. ISSN 2044-124X
Abstract
Purpose: Project execution is dependent upon management support from the firm. The purpose of this paper is to examine the extent to which main contractors and supply chain members design their service provision in order to enhance the service experience. Marketing and service design (SD), theorized in terms of business development management, are examined to assess their effect upon service experience during project execution. Design/methodology/approach: An interpretative methodology was used to identify patterns and significant factors perceived through the lens of business development managers in ten main contractors. Findings: Main contractors provide a systems integration service, yet service provision was found to be limited and was frequently stated as “off the radar.” Clients are realizing sub-optimal value in service experience, and users and other societal stakeholders are realizing sub-optimal value in context during use. Research limitations/implications: There is a need to address marketing and SD research to offer prescriptive guidance to practitioners, in particular using knowledge management as lever for improvement. Social implications: Society is in receipt of sub-optimal facilities and therefore both socially falls short of meeting well-being and policy goals, and economically under-performs. Originality/value: Contributions are made to the marketing and management theory on project markets where selling occurs ahead of provision. Scant support for construction marketing; a lack of the guidance on managing interactions in co-creating value; and the absence of SD among leading main contractors to deliver value had been reported.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | business development management; co-created value; marketing and service design; service experience; service provision; service-dominant logic |
| Index terms: | society, main contractor, manager, falls, service-dominant logic, construction marketing, practitioner, marketing, management theory, well-being, integration, methodology, knowledge management, business development, interaction, implementation, markets |
| Subjects: | professional development, research methods, health risk and incident analysis, management, behavioral psychology, communities and social development, organizational analysis, practitioner, business, organization, mental health and wellbeing, economic analysis, contractual arrangements |
| Topics: | Business Strategy, Health and Safety, Research Practice, Information Management, Stakeholder Management, Roles and Professions, Procurement, Organizational Design |
| Descriptive scope: | 3 PCT |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here