Technology Adoption and Customer Perception of BIM as a B2B Product: A Study Among AEC Professionals in the NCR Region

Abstract

Building Information Modelling (BIM) is increasingly positioned as a digital B2B solution in the Architecture, Engineering, and Construction (AEC) industry. While prior studies largely examine BIM from a technical or engineering perspective, limited research has explored BIM adoption through a customer perception and technology adoption lens. This study investigates the technology adoption, customer perception, and satisfaction levels of BIM among AEC professionals in the National Capital Region (NCR) of India and evaluates the feasibility of the research instrument for a larger empirical study. A descriptive quantitative research design was adopted for this pilot study. Primary data were collected from 40 AEC professionals-including architects, engineers, and contractors-using a structured questionnaire. Data were analysed using IBM SPSS 22 and MS Excel 2010 through frequency and percentage analysis. The results reveal a strongly positive customer perception of BIM’s usefulness in improving visualization, coordination, and project efficiency. However, satisfaction levels remain moderate due to high software costs, limited training, interoperability challenges, and insufficient post-adoption support. The findings highlight the importance of customer-centric strategies, professional training, and value-based communication to enhance BIM adoption as a B2B product in India. The validated research instrument provides a reliable foundation for future large-scale studies. This study contributes to B2B marketing and technology adoption literature by positioning BIM as a digital product and analysing adoption behaviour from the customer perspective within the Indian AEC sector.