수익극대화를 위한 오피스빌딩의 임차인 유지전략에 관한 연구 - 공실로 인한 손실비용 실증분석을 중심으로 -

Abstract

Today, with sagging effective rents and increasing vacancy rate that appeared in existing small and medium scaled office buildings, especially in local market, comparing with that of large scale office buildings, managers and owners must either differentiate their property in the market or further discount their rental rates to attract and retain tenants. A recent study of Kingsly Associates demonstrates actual lease renewal rates vary significantly depending on tenant's overall satisfaction. Lease renewal rates provide the most accurate assessment of tenant satisfaction. In a competitive business environment where it costs far more to acquire a new customer than to retain one, the rewards of a successful customer service strategy directly impact bottom line. Retaining existing tenants is important because renewing an existing lease is more profitable than finding a new tenant. A more satisfied customer is statistically more likely to renew their lease; therefore, active management of customer service initiatives also translates to an active management of the value of the asset. In the end enhancing tenant retention through satisfaction, higher tenant retention leads to improved profitability and helps to solidify market leadership and long-term success and also results in a lower capitalization rate for valuation. The purpose of this study is to define the tenant retention strategies of office building and to find the methods that achieve optimum profit through analysis of the cost of losing a tenant.