Analysis of customer satisfaction in the homebuilding industry from the homebuilders' perspective

Abstract

The South African construction industry raised concerns in the past decade about its poor performance to provide quality services and value-for-money to its customers. The Construction Industry Development Board (CIDB) made these assertions in a Status Report (2004) that followed a consultative process of the broad industry stakeholders. As a sub-sector of the industry, the home-building industry was not exempted from this criticism as it is recognized as a significant sub-market. However, the focus of the survey centered more on the customer perspective and not so much on the perspective of the service providers, the contractors. It is obvious that any intervention measures, if any, would firstly, have to take into consideration the views of contractors and home-builders if they are to be effective and long lasting. It is for this reason and lack of relevant research material in this regard, that the study was undertaken in order to explore the home-builders' perceptions. The objectives of the study are to establish the home-builders' perceptions of customer satisfaction and the importance of variable factors that influence satisfaction or dissatisfaction. Literature review has identified these variables as: ■ product value; ■ monetary value; ■ personnel value; ■ service value and ■ image value. Data was collected by using a telephonic survey questionnaire method which was selected for its relevance and quick turn around given the geographic extend of the North west Province. Data analysis procedures entailed the quantitative analysis of the numeric scores allocated for each variable factor where the low scores represented dissatisfaction or satisfaction in the case of high scores. Comparison of the factor scores was used to determine the ranking importance for each variable factor. Given the fragmented enterprise environment of the home-building industry, very few home-builders would have the research capacity to establish trends in the industry. Therefore the significance of this study is to assist home-builders and industry regulating bodies to: • improve delivery capacity and performance; • inculcate the culture of respect and pride; • sustain empowerment of industry participants; • provide effective regulatory and developmental framework; and • recognition of partnerships for a better industry. Findings from this study revealed an extremely positive self-perception by the home-builders. The following perceptive ranking of factor importance is reported in decreasing order: • product value attributes; • personnel value attributes; • service value attributes; • image value attributes; and • monetary value attributes. Understanding these self-perceptions is critical for culture and change management initiatives to enhance home-builder performance.