Forsythe, P J (2012) Profiling customer perceived service quality expectations in made-to-order housing construction in Australia. Engineering, Construction and Architectural Management, 19(6), pp. 587-609. ISSN 0969-9988
Abstract
The study aims to assist contractors in strategically managing customer satisfaction by applying marketing theory to housing construction. It specifically aims to investigate service quality as an input to prepurchase (precontract) expectations in the made-to-order housing construction market. A theoretical model is developed from the literature concerning the formulation of expectations during the pre-purchase decision process. Data from 51 detailed telephone interviews with customers undertaking live housing projects are analysed using both thematic analysis and qualitative comparative analysis. A revised model is provided, which includes a dimensionalised set of traits to suit housing construction customers. Strings of traits are then used to develop holistic customer profiles, including situations where service quality is fully present in critical pre-purchase expectations and where it is totally absent (i.e. price and product design dominate instead). The model and profiling technique offer a generalisable basis for contractors and others involved in housing delivery to better understand customer expectations, thus making it possible to better manage customer satisfaction. The research contributes to new knowledge by providing a systematic means of understanding customer behaviour at a depth that is not apparent in the current body of literature. Theory is also developed in a way that has practical application, i.e. customer profiles can be used to assist daily marketing and management operations.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | customer satisfaction; expectations; housing; perception; service quality; service quality assurance |
| Index terms: | thematic analysis, service quality, housing, interview, product design, housing delivery, qualitative comparative analysis, housing project, customer satisfaction, marketing, residential construction, decision process, Australia |
| Subjects: | methods and analysis, Geography, service delivery, performance measurement, construction integration, research methods, housing and residential development, decision analysis, construction type, data collection methods, business, innovation and technology management |
| Topics: | Stakeholder Management, Risk Management, Construction Technology, Business Strategy, Engineering Principles, Geographical Context, Research Practice, Urban Studies, Quality Management |
| Descriptive scope: | 5 PCTEA |
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