Principal Barriers to Marketing Performance Of Quantity Surveying Consulting Firms
Keywords:
Factor Analysis (FA), Performance, Ghana, Marketing, Quantity Surveying,Abstract
The failure of construction consulting firms to adopt modern management systems has been remarked on by many authors. This is evidenced by the most common theme running through available literature that the construction industry has performed very poorly in marketing its services and products. This study investigates the barriers plugging the way of marketing-oriented approach to managing the Quantity Survey Consulting business and ascertains the severity of those barriers on the firms when the firms are grouped based on size, age and educational background of top managers. After a thorough literature review of extant literature, a questionnaire survey of 48 QSCF was undertaken. Findings of the factor analysis reveal that barriers are in two forms internal and external. No significant differences exist in the effect of the internal barriers when firms are grouped based on age, size and educational background of top management. Barriers continue to plug the way of marketing-oriented approach to management of the firms irrespective of the firms’ size, in terms of number employees, age in terms of number of years of existence and experience, and the educational background of top management. Top management must adopt strategies to reduce the effect of those barriers to enhance the firms’ competitiveness in their business environment to ensure firms growth, survival and profitability.
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