초록
Due to the recent economic downturn, many construction companies are facing difficulty on running their business. In order to overcome these difficulties, they are focused on developing their competitiveness. However, the importance of competitive advantage achievable through existing patents and technology, ensuring the protection and market regulation, and financing capacity and economies of scale have diminished recently. Traditional construction industry which resemble the characteristics of manufacturing and services industry had retained its competitiveness through rigidly mass supplying its deliverables up until modern days. However the current domestic construction market now undergoes transformation by attempting various changes through an introduction and phasing in of a customer focused services as a means of adapting into the ever changing market environment. The primary study has taken place for the strategic adoption of a successfully attempted internal marketing theory which states that "To satisfy the external customers, satisfaction of internal staff has to be met" This study has revealed that critical components within 'internal marketing' composition had strong influence over the specific construction firm. Hence this text proposes the ways in which 'internal marketing' approach can be used for the betterment of managing a construction organization.