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The Impact of Architectural Design Quality in Achieving Competitive

Advantage
(An Exploratory Study on a Sample of Consulting Engineering
Companies in Amman Metropolitan Area)
Prepared by
Rasha Mohammad Arar
Supervisor
Professor
Kamel Mohammad Al-Moghrabi
Abstract
The study aims to identify the impact of architectural design quality
in achieving competitive advantage on a sample of consulting engineering
companies in Amman Metropolitan Area.
In order to achieve the objectives of the study, the researcher used
descriptive-analytical approach, on a sample consist of architects and top
management managers of (30) consulting engineering company. The
researcher used a questionnaire designed to measure the impact of
architectural design quality (Good design of internal spaces (Utility) and
design interested in environmental factors (Durability) and Design beauty)
in achieving competitive advantage.
The statistical package for social sciences (SPSS) program was used
to analyze and examine the hypotheses, in addition to using descriptive and
deductive statistical methods.
The major findings of the study were:
1. There is a statistically significant of moral differences between the
opinions of the architects and the top management managers in
terms of the impact of architecture design quality in achieving
competitive advantage for the consulting engineering companies by
demographic variables (Gender, Age, Job title, Experience at the
‫ف‬
present consulting engineering company) at the level of significant

(α ≤ 0.05).
2. There is a statistically significant impact of architectural design
quality (Good design of internal spaces (Utility), design interested
in environmental factors (Durability), Design beauty) from the
point of view of managers and architects in achieving competitive
advantage (Cost, Differentiation, Innovation) for the consulting
engineering companies at the level of significant (α ≤ 0.05).
Based on the foregoing findings, the researcher recommends the
following:
1. The design beauty is a key part of design quality (Good design of
internal spaces (Utility), design interested in environmental factors
(Durability)), which gives added value to the company to differ
from other competitors.
2. Emphasize on design beauty for buildings as an integral part of
quality.
3. Provide various types of financial and non financial motivations to
motivate the architects to do their jobs better.
4. Do further studies about architectural design quality and its
advantages and benefits.
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