Yet the study also finds that customers in the building market are particularly sensitive to service quality because of their high degree of involvement in observing the process.
Unlike other manufacturing processes that are not performed in the customer’s presence, homes are built with the direct involvement of the customer. This makes them more likely to become disgruntled by a lack of service quality.
New home customers can therefore be both very satisfied, and very dissatisfied with the process at any one time; depending on the ratio of positive/negative incidents that have occurred and what stage the home is at.
The study found that while most people are reasonably happy at completion stage, the less reliance on quality service through the process, the more disgruntled the customer at completion.