Construction Delays and Brand Image: A Case Study of Ameon Group Ltd.

This dissertation investigates the causes of construction delays and their significant impact on the brand image of Ameon Group Ltd., a leading construction organization in the UK. The study begins with an introduction to the construction industry, its trends, and the research objectives, including identifying factors causing delays and analyzing their effect on brand image. A comprehensive literature review explores construction industry trends in the UK, factors causing project delays, and the relationship between project delays and brand image. The research methodology outlines the research philosophy, design, approach, data collection methods, and ethical considerations. Data analysis, using thematic analysis, presents findings and discussions. The dissertation concludes with recommendations to minimize construction delays and improve brand image. The study emphasizes the importance of effective planning, coordination, and budget estimation in the construction industry, highlighting the potential negative impacts of delays on client satisfaction and company reputation. This research is valuable for Ameon Group Ltd. and other construction firms, offering insights into industry challenges and potential solutions.

DISSERTATION

TABLE OF CONTENTS
Chapter 1-Introduction.....................................................................................................................4
Background of the study..............................................................................................................4
Research aim and Objectives.......................................................................................................5
Research Question.......................................................................................................................6
Rational of the study....................................................................................................................6
Significance of the study..............................................................................................................6
Chapter structure..........................................................................................................................7
CHAPTER 2-Literature Review......................................................................................................8
Trends of construction industry in UK........................................................................................8
Factors that may cause delay in the projects................................................................................9
Impact of construction project delay on companies..................................................................11
Interrelationship between project delay and the brand image...................................................12
CHAPTER 3-RESEARCH METHODOLOGY............................................................................14
Introduction................................................................................................................................14
Research philosophy..................................................................................................................14
Research design.........................................................................................................................14
Research approach.....................................................................................................................15
Research design.........................................................................................................................16
Data collection...........................................................................................................................16
Sampling....................................................................................................................................16
Data analyses.............................................................................................................................17
Ethical consideration..................................................................................................................17
Validity and reliability...............................................................................................................17
Research limitation....................................................................................................................18
Research plan.............................................................................................................................18
CHAPTER 4-DATA ANALYSES................................................................................................20
Introduction................................................................................................................................20
Discussion..................................................................................................................................20
Chapter 5- CONCLUSION & RECOMMENDATION ...............................................................33
Conclusion.................................................................................................................................33
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Recommendation.......................................................................................................................34
REFERENCES..............................................................................................................................36
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CHAPTER 1-INTRODUCTION
Title
“To identify the causes of construction delays and its impact on overall brand image: A case
study of Ameon group Ltd.”
Background of the study
Construction industry is one of the leading sector which contribute tremendous in the
economic development of the country (Zanni, Soetanto and Ruikar, 2014). It is statistical fact
that this evolving sector has employed more than 2.2 million people of the country. The
transcribed records show that in the fiscal year 2009 private construction organizations have
given monitory benefit to the nation of approx £18.7 billion. Whereas, economy has received
contribution from the public sector firms approx worth of £15.1 billion. Crossrail, Heathrow
airport etc. some leading projects that are currently handled by the construction industry (Zanni,
Soetanto and Ruikar, 2014).
Construction industry is the sector where people much more concentrate on the time
frame and cost. So it is essential for the organizations those which are operating in this field that
they accomplish the project within stipulated time duration. As market is too competitive and
demand of educational institutes, hotels, spa are increasing day by day (Zanni, Soetanto and
Ruikar, 2014). So her e it is necessary for the industry that to provide them final product within
time framework. That can help in increasing the satisfaction level of the contract providers.
Firms those which are working in the construction sector they have to concentrate on the desires
of the contract providers and final client and have to manage their operations accordingly. If
firms are able to manage their operation effectively then it will help in accomplishing their
objective significantly (Tutt and et.al, 2013).
However, there are many more factors that delay the construction projects such as
ineffective planning, low coordination and poor estimation of budget. These are such elements
die to this, company fails to complete the final project on time. As if planning in the initial stage
in not proper then it may create problem for the organization in the middle phase and that is way
individual has to re-plan the schedule that cause delay in the completion (Zanni, Soetanto and
Ruikar, 2014). Same as if there is inappropriate estimation of the budget and funds then activities
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will not be completed on time. That would demotivate the client and it will make them negative
towards the company. Negative image of the firm can harm the reputation of the organization to
great extent.
The present dissertation is based on the case study of Ameon group Ltd. It is the leading
construction organization working well in this sector. The cited firm is well know for its quality
services and high level of commitments. It provides cost effective solutions to the clients so that
they be loyal towards the brand (Tutt and et.al, 2013). For delivering the high quality services to
the users, Ameon group follows the ISO: 9001:2008 standards so that it can ensure the quality of
the products. Apart from this cited firm also look upon the safety and security of people so that
no harm can take place in this building. For making the strong relationship with the consumers
cited firm is providing online services to the consumers. This can help in building relationship
with the clients that can help in increasing the brand image of the organization. Present
dissertation will discuss the causes that create problem to the construction firms in completing
the project successfully on time. In addition to this investigation will focus on the level of delay
that can impact on the bran image of the organization to great extent (Zanni, Soetanto and
Ruikar, 2014).
Research aim and Objectives
Aim
The aim of the dissertation is to identify the causes of construction delays and how this
delay affect the brand image of the Ameon group Ltd.
Objective
On the basis of above topic researcher has developed the objectives, which are discussed
as below:
 To understand the trends of construction industry in the United Kingdom.
 To identify the factors that may cause delay in the projects.
 To analyses the impact of delay on the brand image of Ameon group Ltd.
 To determine the interrelationship between project delay and the brand image.
 To suggest ways through which issues of construction delay can be minimized in the
Ameon group ltd.
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Research Question
Research questions are the pathway that help to identify the issues which needs to be
resolved in this investigation. Following are the research questions in this dissertation:
 What are the current trends in UK construction industry?
 Which are the main factors that cause delay in the construction projects?
 What is the level of impact on the brand image if projects get delayed?
 What is the relationship between project delay and brand image?
Rational of the study
The topic which has been selected by the researcher is the major problem in today's era
which are faced by construction companies (Zanni, Soetanto and Ruikar, 2014). That is creating
problem for the firms and they feel unable to accomplish their objectives due to delay. It not only
create problem for the entities but also it creates problem for the owner, labor, designers,
contractors etc. Cost, time, quality are the major factors that causes delay in the completion of
the project. So it is a burning issue and it is very important for the construction firms to look
upon these components (Tutt and et.al, 2013).
As cost is the major factor that delay the project so with the help of this researcher it
trying to provide solutions to the firms so that they can manage their operations and can
overcome with such condition. Researcher will investigate on this topic and will find out the
other factors that causes delay in the construction projects. Managers can discuss more
effectively on this topic and they can tell more about this subject matter (Zanni, Soetanto and
Ruikar, 2014). By discussing the research topic with the manager of Ameon group Ltd, scholar
will be able to develop a deep understanding about the trends and issues in this industry. Survey
with the managers will help in getting better knowledge and extent to which delay affect the
brand image of the organizations.
Significance of the study
As there are several issues which are causing delay in completing the projects on time
(Sherratt, 2014). With the help of this study firms will get appropriate solution to overcome from
these problems. As if entities fail to meet the dead line then it demotivate the clients and
negatively harm the reputation of the organization (Zanni, Soetanto and Ruikar, 2014). By doing
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this investigation Ameon group Ltd and other construction form will get a deep knowledge about
lacking points and improving areas.
With the help of this study stakeholders will get overview of recent trends and demands
in the construction industry so they can get benefit by going through to this research. It would be
beneficial for the government of UK as authorities will be able to make effective strategies to
reduces the consequences of delay in the construction projects (Sarhan and Fox, 2013).
Chapter structure
There are several chapters which are included in the dissertation, these chapters play a
significant role in accomplishing the study significantly. Discussion of chapters are as following:
Chapter-1: Introduction: The study is started with the introduction of construction industry and
trends and business of this sector. Aims, objective and research questions have been framed in
this chapter. This chapter discusses the goal of the investigation, at the end it involves the
research methodologies which are to be included in present research (Zanni, Soetanto and
Ruikar, 2014).
Chapter-2 Literature review: It is next chapter in which opinion of several authors on the subject
matter will be discussed. It will include view point regarding factors that delay the project and
impact of delay on brand image. In dept research will be done in this chapter on the subject
matter.
Chapter-3 Research methodology: This is next phase in which researcher will discuss the
research methods and tools which is to be used in this report. It will justify the selection of
specific technique in this study (Neyestani and Juanzon, 2017).
Chapter-4: Data analyses: In this chapter researcher will analyze the data and will try to find out
the real results. Thematic analyses approach will be used and with the help of graphs, chart
information will be presented and analyzed.
Chapter-5 conclusion and recommendation: On the bases of above chapters, investigator will
conclude the whole study. That the end of the dissertation, individual will give recommendation
that can help in improving the brand images of the construction companies and can minimized
the issues of delay (Neyestani and Juanzon, 2017).
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CHAPTER 2-LITERATURE REVIEW
Trends of construction industry in UK
Currently construction industry is facing the issues of recession and economy downturn.
That is creating problems in the growth of the business in this sector. According to the
Neyestani and Juanzon, 2017 construction industry is facing wide range of challenges before
BRIXIT as well (Neyestani and Juanzon, 2017). Due to this demand of the products and services
are continuous declining. That has impact on the overall revenues of the firms which are
operating in the same industry. Anzinger, and Kostka, 2015 has argued that in the coming next
five years there would be great opportunity in this sector and demand of the products will get
raised. Companies will be able to minimize challenges which are they facing now a days
(Anzinger, and Kostka, 2015). In the recent trade it can be said that there are lack of skilled
person and they are not having proper knowledge about construction. As at the time of recession
many skilled person left there jobs and they have entered into other sector. In current situation,
many of the construction firms are striving the effective and talented staff members those who
can support them so that they can minimize the delay of construction and can build a quality
building.
As per the view of Yang, 2013 in the coming years prefab method of construction will
help to organizations in saving cost, time and resources (Yang, 2013). Author has argued that in
the coming years companies will select the projects systematically. As it is noticed that due to
over burden and recession firms fail to delivered final product on time and in future they will
select on such construction project which they can manage effectively and can complete it on
time without any hurdle. According to DeMarco and Lister, 2013 recent trends of construction
industry depict that in the coming year demand of business information modeling will get
increased. As author has stated that this is amazing model that can give huge benefit to the firms
in increasing their business operations (DeMarco and Lister, 2013).
Zou and Sunindijo, 2013 has argued that in the year of 2017 out of construction projects
get down by 0.4% (Zou and Sunindijo, 2013). UK construction industry is criticized by the
authorities and they stated that it is the sector in which wastage are very high. Companies do not
utilize their resources well and that is why in the mid of the year there were shortage of
resources. Adversarial, fragmented are the main area of challenge and these were creating
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problems to industry. According to the Femi, 2015 government is paying more attention on the
construction industry so that this sector can contribute well in increasing the economy of the
country (Femi, 2015). Their initiatives are giving optimistic results, it has helped the sector in
reducing the wastage to great extent. By this way operational cost of the companies have get
down. As per the view of Hajdu, 2013 in future demand of green building will raised and with
the increasing demand, business will get contract for developing residential and commercial
buildings (Hajdu, 2013).
As government is proving more employment opportunities to the public that can help in
improving their living standards. That would fulfill their needs and population will spend some
amount in constructing their own houses. That would help in gaining the success to the
construction industry (Zou and Sunindijo, 2013).
Factors that may cause delay in the projects
In the construction industry it is very important to deliver the product on time, otherwise
it may harm the overall reputation of the companies to great extent. Jeuland and Whittington,
2014 has argued that poor planning is the main element due to this firms fail to complete the
project on time (Jeuland and Whittington, 2014). They estimate that activities which they have
designed are appropriate but sudden changes in the planning can create obstacle in the project.
By this way firms fail to complete it on time. According to Edwards, P. and Bowen, P., 2013
there are many internal and external factors that cause delay in the construction (Edwards, P. and
Bowen, P., 2013). Interference of clients are the main components and issue for the firms. Some
time customers interfere between the project and create confusion in the mind of builder. So they
have to change the whole planning as per the needs of clients. By this way they fail to complete
the task on time (Zou and Sunindijo, 2013).
Flyvbjerg, 2013 has argued that in the construction industry employees are nit skilled and
they have no experience related to the field. Due to poor skills of the workers companies can not
produce quality products on time (Flyvbjerg, 2013). Some time project managers has expertise in
the civil line but individual has to lead the maintenance. By this way individual takes too much
time in the construction of the building and that is why firms fail to complete this on time.
Clients demand are very high and due to poor skills, employees do not resolve their problems
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and due to this confusion takes place. That leads to delay and causes consequence to the
organization.
As per the view of Orouji and et.al, 2013 economic downturn is the main factor that
causes delay in the construction projects (Orouji and et.al, 2013). Recession and inflation
increase the prices of raw material by this way estimated budget gets raised up. By this way,
firms have to discuss with the clients and has to do bargaining on it. That causes delay in the
project and company fails to complete the project on time. According to Millington, 2013 labour
productivity and poor monitoring is the main element that create problem in the completion of
the project on time (Millington, 2013). Production capacity of the firm is not well, it may be
possible that it does not have sufficient resources or having poor technical equipment that take
time to constructing the building. In such condition firms fail to provide them final products on
time. It may be possible that entity do not have sufficient financial resources for the project then
it would take time in arranging the funds so final products will not get delivered on time (Zou
and Sunindijo, 2013).
Eskerod and Jepsen, 2013 has argued that extreme weather situation is the element that
create problem of delay for the construction companies (Eskerod and Jepsen, 2013). At the time
of running the operation in the construction sites, if rain fall occur then in such condition firms
have to stop their operations and they continue it on next day. That is why they have to spent a
lot time on the construction sites that create reason of delay in is industry. By this way customers
get demotivated and they loses their trust (Zou and Sunindijo, 2013). That harm the overall sales
and reputation of the organization. Some times mangers have to stop the work for longer
duration, they think that after improving the weather condition they will start again but till time
they would not be able to deliver the final product to the client on time.
As per the view of LaDuke, 2017 lack of information is another reason of delay. At the
time of taking contract of construction or maintenance, project managers do not take much
information about the building, needs of consumers, they just say yes to the client. After that
when site supervisor inspect the site then individual realize the mistakes and draw back in the
site (LaDuke, 2017). That is why final products takes time to complete and company fails to
fulfill its commitment and deliver the product late to the user. Site condition is too poor, then
first project team has to work for the improvement then they start working their construction so
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that quality of the building get maintained. But entire process is time consuming and as managers
do not take proper information so it causes delay in the construction industry.
According to Huenteler, Niebuhr and Schmidt, 2016 delay in decision making is another
reason due to this companies fail to fulfill their commitments (Huenteler, Niebuhr and Schmidt,
2016). Due to tall structure and too much confusion, they have to discuss with each level
persons. It creates problems and create also confusion. For instance if company has to inspect the
site then senior manager give report on land and other manager give report on the surrounding.
When both reports are taken into consideration then managers have to discuss with higher
authorities and have to cross tally with the clients (Bocchini and et.al, 2013). After consulting
with all levels final decision taken by the company so at the end product can not compete the
project on time. That demotivate the clients and next time they do not prefer to work with the
organization. That creates negative image of the firm and reduces its sales as well.
Impact of construction project delay on companies
Satisfaction of consumers are very important for the success of the organizations. That
helps in increasing sales of the company and create a unique image in the mind of users. With
reference to Flyvbjerg, 2013 has hereby defined that globalization and competition has not
affected the construction industry but also it has impact the entire economy of the country
(Flyvbjerg, 2013). Every consumer expects with the company that they will provide final product
to them as per their need and if firms fail to satisfy them then they become negative towards the
brand and give negative feedback to others as well. Hajdu, 2013 has argued that companies those
which are operating in the construction industry if they do not deliver the product on time then
they are entitled to compensate for the same (Hajdu, 2013). That impacts negative on the
construction industry and decrease the image of the firm. Entities have to face huge loss by
paying compensation because they failed to ear profit here and they had invested lots of fund in
this project.
As per the view of Edwards and Bowen, 2013 delay in completion of project impact not
only on the brand image but also it may cause legal issues to the firms. Such as companies have
to make contract within the clients that they will charge that amount for particular products and
will deliver it on specific time period (Edwards and Bowen, 2013). This legal contract bound
them to complete it on time otherwise consumers can claim against the corporation. That legal
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consequence can harm the firm and it will not be able to get further more products (Zou and
Sunindijo, 2013).
Flyvbjerg, 2013 has argued that delay is the big factor that can harm the overall image of
the organization (Flyvbjerg, 2013). It is necessary for the entities to fulfill their commitment and
focus on preparing such plan that can help them in completing the products on time.
Maintenance of building, construction of new building are too time consuming plans. So they
have to design the activities accordingly and before committing to client they have to ensure the
time duration.
Interrelationship between project delay and the brand image
As per the view of Anzinger and Kostka, 2015 there is strong relationship between
project delay and brand image (Anzinger and Kostka, 2015). Author has stated that in the
construction industry it is very important that firms focus on delivering the project on time. But
if entities fail to deliver on time then it is decrease morale of the clients and other related
persons. By this way they will give negative feedback to others it will spoil the brand image of
the organization. On other hand if the company is focusing on timely delivering of the project
then it will enhance the reputation of the entity to great extent. It is sated that both are
interrelated and impact on each other effectively.
According to the Bocchini and et.al, 2013 project delay impact on the financial condition
of the organization (Bocchini and et.al, 2013). Investigator has argued that both do not impact on
each other, as if company delay the project then it will have to pay penalty to the customer. Thus,
firms have to face huge loss but it does not impact on the brand image so both do not have any
relationship. All consumers have different needs and they expect different things from the
organization, sometimes they do not bother on delay and if at the end of period company deliver
the final project as per their needs then they ignore this delay factor.
Eskerod and Jepsen, 2013 has argued that there is interrelationship between delay and
brand image (Eskerod and Jepsen, 2013). In the construction industry people like to give contract
to such firms those who are committed and deliver the project on time. But if any company is
having bad image for the delay then clients will not give contract to such entity. That shows that
company has poor brand image and is no able to fulfill needs of the clients. As per the view of
Hajdu, 2013 customers trust on such company which are committed towards their work and
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