| Title |
Order of Priority Analysis of Internal Marketing Factors in Construction Company by Using AHP Method |
| Authors |
Lee, Jong Sun ; Cho, Han Byung ; Son, Kiyoung ; Yoo, Jicbae |
| DOI |
http://dx.doi.org/10.6106/KJCEM.2015.16.1.044 |
| Keywords |
Internal Marketing ; Internal Communication ; Working Condition and Environment ; Reward and Compensation ; Training and Education |
| Abstract |
In recent years, the domestic construction business is continuously stagnated caused by housing depression, global financial crisis etc. To overcome these difficulties, the construction companies should reinforce the internal marketing like the service business. However, it is not easy to conduct active internal marketing reinforcement since the companies do not directly receive customers under special situation like construction. Therefore, it is necessary to resolve the urgent issue by selecting order of priority among internal marketing factors. To address this issue, the objective of this study is to analyze the internal marking factors by using Analytic Hierarchy Process. As a result, the first and second factor represents the internal communication and working condition and environment respectively. The findings of this study will contribute to apply the internal marketing nito construction industry. |