Abstract:
The concept of internal marketing has received much attention from researchers
and academics alike. This study, therefore, investigated internal marketing as a
strategy to achieve sustainable competitive advantage in the construction
industry. The research was based on a quantitative approach, which involved a
sample of 260 construction managers who participated through a kwiksurvey
online questionnaire link. The research instrument measured internal marketing
dimensions, which include internal communication, employee empowerment,
inter-functional coordination, employee training and development and
organisation commitment against sustainable competitive advantage. Data
analysis techniques comprised of structural equation modelling which focused
on confirmatory factor analysis to confirm conceptual relations and causal
relations between each internal marketing element. This research thereby
contributes to the existing literature on internal marketing and the attainment of
a sustainable competitive advantage by organisations. Managerial implications
were presented and future research direction was proposed.
