Housing Quality: Implications for Design and Management

Abstract

This study analyzes a broad range of data in Jordan on people’s housing and customer attitudes using a questionnaire to measure the factors that influence people’s choice of housing and to decide upon the choice that best satisfies customers’ needs by using the semantic differentials technique. The questionnaire contains 45 attributes for the housing units constructed in several cities in Jordan. The main finding indicates a serious shortcoming in the new housing: a lack of cultural relevance in the design. Citizens have little or no voice in making decisions as to where and what types of housing should be built. The designers have placed their main emphasis on mass housing production with little attention to quality of design, customers’ needs, and cultural relevance. The key to establishing a successful housing sector appears to be the ability of developers to identify these issues adequately. Therefore, program managers and developers must understand the sources of competitive advantage in the housing sector that can make a difference in gaining and retaining customers. The customers’ expectations reflect a pressure toward changes in housing design and construction. An effective design and superior performance in meeting a market’s unique requirements may lead to a significant competitive advantage.