This paper aims to develop a theoretical model concerning the way service quality impacts on the perceptions of customers in housing construction.
The model is based on marketing theory merged with construction concepts. The Australian housing industry is used as a basis for creating a generalised market scenario. Parasuraman et al.'s “gap model” is adapted to suit the design and construction process by merging it with elements of Winch et al.'s model of service quality in construction projects.
The model arising from the research shows a structured and contextualised view of how service quality theoretically occurs in housing construction. It differs from previous models in so far as recognising that customers make service quality judgements progressively during the design and construction process, rather than waiting for the end product to emerge. Such judgements may influence the direction and dynamics of the project.
The paper fosters interdisciplinary research and the resulting model has the potential to facilitate the development of customer profiles so that housing contractors can improve management techniques and use service quality as a means of seeking competitive advantage in the market place.
