Determinants of Customer Orientation in Architectural and Interior Designing Services: A Study on ARTEK

Abstract

Customer orientation is a business method in which a corporation solves for the purchaser first. A customer-oriented company can nicely meet customer expectations that eventually result in customer satisfaction. It reflects a business' health by showing how nicely a company’s merchandise or offerings resonate with customers. In the architectural and interior designing industry it is important to know about customers more and help to find a better way to serve the customers. The purpose of this internship report is to show how customer orientation helps an organization make their customer satisfaction in the architectural and interior designing industry.

The internship report has been carefully formulated using the knowledge gathered through internship experience at ARTEK that focused on the main point which is determinants of customer orientation. The report started with industry analysis which has architectural and interior designing sections because my concentration and ARTEK is an architectural and interior designing firm. After that, a detailed discussion on ARTEK with a company overview, mission, vision, service variety, and other related information is given. A literature review including customer orientation, skills for being customer-oriented, the importance of being customer-oriented, and factors affecting customer orientation, and some additional data are given then. It also highlighted market size, growth factors, competition, and scopes of the respected industry in the upcoming future as well as SWOT analysis. The report shows that customer orientation is influenced by organizational commitment, intrinsic motivation, and organizational identification. To evaluate their impact on customer orientation, a structured questionnaire is used for data collection. Results show that among the variables, intrinsic motivation is the most important determinant for customer orientation followed by organizational commitment and organizational identification respectively. Based on the study results some recommendations are forwarded for excellence in the company operations.