INFLUENCE OF CUSTOMER FOCUS ON THE PERFORMANCE OF MINING PROJECTS IN RULINDO DISTRICT, RWANDA
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Abstract
This study investigated the influence of customer focus on the performance of mining projects in Rulindo District, Rwanda. The research was guided by the need to understand how customer-oriented practices such as stakeholder engagement, responsiveness to community needs, and continuous feedback mechanisms affect project success in terms of time, cost, quality, and social acceptance. The study adopted a descriptive survey design. The target population of the study was the 120 respondents dealing with the projects. A sample size of 93 respondents was determined using Slovin’s formula. Both primary and secondary data was adopted by the study. Stakeholder, employee, and management surveys provided the quantitative data, while in-depth interviews supplied the qualitative information for the study. By administering a pilot test to 10% of the total population, validity and reliability were checked using test-retest, triangulation, and Cronbach's alpha (≥0.7) procedures. Data provided in tables and figures were subjected to quantitative analysis utilizing inferential tests like multiple regression and descriptive statistics like percentages, frequencies, and counts. Data were analyzed using descriptive statistics and regression analysis to determine the relationship between customer focus and project performance. The regression analysis results reveal a strong and statistically significant relationship between customer focus and project performance. The model produced an R value of 0.762, indicating a strong positive correlation between the two variables. The R Square value of 0.580 shows that approximately 58% of the variation in project performance can be explained by customer focus, while the remaining 42% is attributed to other factors not included in the model. The ANOVA results (F = 120.089, p < 0.001) confirm that the model is statistically significant, implying that customer focus has a meaningful impact on project performance. The regression coefficient (B = 0.956, t = 10.959, p < 0.001) further demonstrates that for every unit increase in customer focus, project performance increases by 0.956 units. These findings suggest that enhancing customer-oriented strategies significantly improves project outcomes, efficiency, and overall organizational success. The study concluded that customer focus has a strong and positive influence on project performance, explaining a significant portion of performance variation within the organization. It is recommended that management strengthen customer-centered strategies by continuously engaging clients, improving service quality, and aligning project objectives with customer needs to sustain high performance levels. Future research should expand the model by incorporating additional variables such as leadership, innovation, and risk management to gain a more comprehensive understanding of the determinants of project success.
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