Impact of Customer Satisfaction on Performance Of Sudanese Construction Companies

Abstract

Construction industry of any country is the back bone of its infrastructures, though it is considered as one of the major contributor in the economy growth of the country. Construction industry is facing many challenges e.g. climate change, sustainability, issues, quality and customer satisfaction. Sudanese construction companies are striving to work in global completive era and facing additional unique problem beside those indicated as challenges e.g. low labor productivity, absences of quality standard, lack of systematic training, limited capital. Quality has went along journey from inspection through quality control (Qc) and quality assurance(QA), total quality control up total quality management (TQM) and finally maintaining excellence in business. Customer satisfaction is one of the main pillars to total quality management amongst other factors continuous improvement and involvement of all employees. Customer satisfaction is very crucial for any company aiming towards sustainable growth and success. Customer satisfaction was considered that it has a direct impact on enhancing quality, improving productivity and increasing companies’ profitability. The research was conducted to assess that there is strong impact of customer’s satisfaction on enhancing companies’ productivity, profitability, competitiveness and ultimately the performance of construction companies in Sudan In examination of the research problems and the assumptions and to survey the construction companies; a questionnaire survey was distributed as a tool for gathering data and required information and statistical program were used to analyze the data  The research revealed that culture of quality is disseminated among construction companies high ranked managers and practitioner and this can been confirmed by the fact that substantial majority of responders are conforming the definition of the term quality as described by quality philosophers  The research showed that there is high level of awareness about customer satisfaction and its importance to company’s performance and success among construction companies.  The research suggested that direct conversation is the way most of construction companies prefer in collecting and identifying customers needs and expectations  The research confirmed that the Quality of works of construction companies needs to be enhanced and improved and more emphasize shall be given to customers satisfaction since substantial majority of companies are receiving complains some time.  The research confirmed that customer satisfaction will radically improve company’s performance, will enhance profitability, and increase competitiveness and productivity. Based on the conclusion drawn from the research we recommended the following: • To improve company’s works quality all employees shall be involved, and awareness programs shall be applied to disseminate quality culture among all employees. • Companies must adopt quality system and programs that are essential to improve quality, address customer's needs and take care of environment and safety and health of employees and the society. • Units or department which are concerned with customer needs, claims and complains should be established in any company. These units should continuously identify, monitor, measure, meet their needs and expectation, and respond to their voices. • Customers should be involved in all stage of creating construction facilities and their needs should be taken and addressed continuously.