An Analysis of perceptual differences of "quality" in the construction industry

“Quality” is a one among cost and time in the traditional golden triangle affecting for a successful project delivery. However, many disputes are arising on that among the design and construction personnel in a construction project as it is the least understood and least valued due to its subjective nature. Therefore, identifying an objective quality definition on common ground is necessary. That led this study to identify the perceptual differences on quality in the construction industry. Therefore, this study identified the prevailing quality concepts among the design and construction personnel of a construction project and the structuring of their quality image. For this task, it used a qualitative research method. Collected data through open interviews and coding being the analysis tool in content analysis and using both inductive and deductive methods, analyzed the responses for quality and structuring of the quality image due to the affecting factors which are aroused in grounded theory approach. Through that process, it identified a common quality definition as ‘as per the specifications and drawings’ prepared considering the quality in every aspect of a product which is a quantitative measure. Furthermore, quality perception depends on the culture. Education, occupation, experience and organizations represent the different cultural levels of culture and all of them were significantly affecting to structure the quality image. Quality image constructs on one, more than one or on all these cultural elements. Moreover, quality image moves from the basics to comprehensive quality definitions with the increase of educational, occupational, experience levels within different organizational cultures. Structuring the quality image is in a web within the pool of culture and experience was the most affecting cultural element while education and organizational cultures being the secondary. Therefore, parties especially the management including project managers in a construction project should give more concern on the preparation of project specifications and drawings considering the quality in every aspect with accuracy and also achieving them at site. Meanwhile, to give more concern on quality incorporating quality culture into education through educational policies and strengthening the standards, rules and regulations by regulatory and standard institutes as a nation is necessary. Seminars, courses, continuous professional developments, making a relationship between the occupants and motivating, making quality policies into organizational strategies by individual organizational may be beneficial