Driving Customer Orientation in the Precast Construction Industry: An AHP-Based Model of Internal Marketing Factors and Strategic Initiatives

Leonnard Ong; Liza Agustina Maureen Nelloh; Elke Alexandrina

Autores/as

Leonnard Ong Institut IPMI https://orcid.org/0000-0003-0459-5673
Liza Agustina Maureen Nelloh Institut IPMI https://orcid.org/0000-0002-8961-8979
Elke Alexandrina Institut Komunikasi dan Bisnis LSPR https://orcid.org/0009-0007-3663-3087

Palabras clave:

Modelo relacional–estratégico, proveedor, comprador, lealtad, industria de la construcción

Resumen

While internal marketing has been studied extensively in customer-facing roles and service industries, there is limited evidence on its effective application in technical, non-customer-facing contexts such as construction, creating a critical gap in the literature. Addressing this, the study identifies the most influential internal factors, key actors, and strategic initiatives that drive customer-oriented behaviour in the precast concrete sector. Using the Analytic Hierarchy Process (AHP) with SuperDecisions software (version 3.2), data were collected from 14 industry experts to assess and prioritise these variables. Findings show that the organisational environment is the most dominant factor shaping internal customer orientation. The results highlight the need for firms to move beyond symbolic initiatives toward measurable, executive-supported strategies, providing a foundation for future cross-industry and cross-cultural comparisons.

Citas

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