A Basic Study on the Performance Relationship among Internal Marketing Factors in Construction Company by Using AHP Method

AHP기법을 활용한 건설기업 내부마케팅 구성요인 간의 성과관계 기초연구

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 analysis the internal marking factors by using Analytic Hierarchy Process.