Roles of Corporation Reputation and Service Quality towards Consumer Decision

Today, as life progresses, the demand for aesthetic appeal in human life is rising. Customers are gradually seeking creativity to express their own style within their living spaces. To meet the desire for a living space that reflects individuality while still being budget-friendly, the field of home construction and design is increasingly valued, with competition becoming fiercer. Hence, the trend of self-determining design schemes, shaping products with the accompaniment and advice of interior design companies when needed, is understandable. A Likert scale will be used to measure the variables in the model to identify factors affecting customer decision-making regarding construction and interior design services of companies in Da Nang City. The scale, after being evaluated by Cronbach's Alpha reliability coefficient method, will be included in exploratory factor analysis, correlation analysis, and the development of a linear regression model. Based on this, reasonable and scientific conclusions will be drawn. The research is conducted to identify the factors influencing customer decision-making regarding construction and interior design services of companies in Da Nang City. The study highlights the factors that positively affect customer decision-making. It provides valuable information for business owners, managers, and researchers in the field of construction and interior design. This research can serve as a reference to improve service quality, enhance business efficiency, and create benefits for both customers and businesses.