A study on customer-oriented management in the construction industry

Today, companies pursue their activities under intense competition in a dynamic market that is constantly changing, renewing and developing. It has become inevitable for institutions to make a strategic differentiation in management in order to protect their assets. Many companies in the construction industry adopt a customer-oriented management approach in order to maintain their continuity in accordance with the competitive conditions and to be superior to their competitors. Thus, the management content of customer-oriented companies is based on issues that center the customer, such as getting to know the customer, satisfying them, creating a customer profile and ensuring the loyalty of the existing customer. In this study; it was aimed to determine the effect of customer-oriented approach in the construction industry in Kayseri on the perception of customer satisfaction factors of the residents. In addition, it was aimed in this study to determine whether the difference in customer orientation, customer satisfaction and customer relationship management perception between construction companies and residents is significant or not. In order to achieve these desired aims, a double-sided survey was conducted with construction companies and residents. Reliability analysis for the reliability of the surveys with SPSS version 28.0; Kolmogorov-Smirnov test for normal distribution analysis of data collected from surveys; frequency analysis for demographic findings of the data; Mann-Whitney U test in order to compare the customer orientation, customer satisfaction, customer relationship management approach of construction companies and customer orientation, customer satisfaction, customer relationship management perceptions of residents; Kruskal-Wallis analysis in order to determine the relationship between the residents' perceptions of customer orientation and customer satisfaction, and Correlation analysis for examining the relationship between these variables were utilized in the analysis of this research. As a result of the research, the approach of customer orientation, customer satisfaction and customer relationship management of construction companies were higher than that of residents. Another result obtained in the research is; that there is a positive linear relationship between the customer-oriented approach of the residents and their perceptions of price, quality and time.