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

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.