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Innovative Ways of Attracting and Retaining Good Quality Tenants

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TITLE: INNOVATIVE WAYS OF ATTRACTING AND RETAINING GOOD QUALITY TENANTS.

BACKGROUND The evolution of the commercial property market with trends like shorter lease lengths and competition for new tenants in the market for example, means that landlords can no longer rely on traditional ways of attracting and retaining tenants. According to Rasila, H. (2010), “the competitive environment is changing and the real estate owners are seeking new ways of differentiating themselves from competitors”. Traditionally, landlords and landlords’ agents over the years have relied on incentives such as rent-free periods, fitting out and premiums to attract and retain tenants. According to Rasila, H. (2010), “traditionally, the business logic in renting …show more content…

This will as a consequence generate greater awareness among organisations on the importance of adopting relationship management initiatives as a vehicle to managing tenants.

AIM AND OBJECTIVES The aim of this research is to examine innovative ways landlords can adopt in attracting and retaining tenants. To achieve this, the study will: 1. Examine the roles played and issues faced by landlords in attracting and retaining tenants. 2. Examine the factors that attract tenants to an office building. 3. Highlight the factors that make tenants loyal to the landlord. 4. Examine the relationship between landlords and tenants in the context of customer satisfaction. RESEARCH QUESTIONS In order to achieve the research aim and objectives, the study will seek to answer the following questions: 1. What are the issues landlords face in attracting and retaining tenants? 2. What factors affect tenants’ choice of office building?

3. What factors affect tenant satisfaction, and to what extent do these factors lead to tenants’ loyalty?

LITERATURE REVIEW - INTRODUCTION According to Porter, M. (1985), A firm can have competitive advantage over its competitors either by delivering the same benefits at a lower cost (cost advantage), or by delivering benefits that exceed those of competing products (differentiation advantage). In a competitive industry such as the real estate, it is becoming more obvious that in order to protect their cash flow and remain competitive,

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