The Impact of Customisation Strategy and Product Variety on Operational Performance in the UAE Construction Industry

The research primarily focuses on analysing the impact of customisation strategy and product variety on operational performance in the UAE construction industry. Customisation strategy implementation by providing product variety validated the increase in operational performance for the UAE construction industry and has proved a contemporary contribution to the research. The data of 34 construction companies based in Sharjah was utilised. A quantitative approach employed a practical cluster sampling and a descriptive, causal, and exploratory research design. A valid sample size of 282 respondents was used to assess the model by regression and ANOVA. The study found that customisation strategy has a significant impact and direct relationship with operational performance, and product variety has a positive direct relationship with a significant impact on an operational strategy that improves the organisation’s competitiveness. Analysis of customisation strategy, product variety and operational performance is limited to concluding research widely. In the manufacturing industry, lean construction is recommended for analysing operational performance for future research. Operational performance leads to every organisation’s objective to achieve a competitive advantage. Increased operational performance through customisation strategy can benefit the overall construction industry.