Assessment of Internal Marketing of Quantity Surveying Firms in Lagos State, Nigeria

Abstract

The study assessed the profile of quantity surveying firms in Lagos State, examined how internal marketing is being practiced, identified factors influencing the practice of internal marketing, and evaluated the impact of internal marketing on the market competitiveness of quantity surveying firms. These were with a view to enhance market competitiveness. The quantitative method of data collection was used for this study. This was done with the use of a structured questionnaire. The sampling frame was one hundred and thirty-seven (137) registered quantity surveying firms in Lagos State; 50% was sampled, which is equivalent to 69 registered quantity surveying firms. Two sets of questionnaire were designed and administered in each of the firm, one for the employer (firm) and one for the employee quantity surveyor. This makes the total number of respondents (sample size) 138 comprising 69 employers and 69 employees. From the administered questionnaire, 109 questionnaires were retrieved, comprising 51 employers and 58 employees. In all, it gives a response rate of 79%. Data collected were analysed using descriptive and inferential statistics such as mean score, Factor Analysis and Mann Whitney U. Findings showed that 53.2% of the respondents were employees while employers represented 46.8%, a large percentage of the respondents have both BSc. and MSc. (37.6% each). Findings revealed the top three important activities of employers in internal marketing to include the provision of a good working environment (MS=4.27), salary increment (MS=4.24), and training of employees (MS=4.22). Considering the level of performance, the provision of a good working environment was highly performed based on the mean score. Likewise, the top three important activities of the employees in internal marketing are managing quality in a construction project 13 (MS=4.28), preparation of contract documents (MS=4.23), and estimation of construction works (MS=4.23). However, the extent of performance of the activities was low except estimation of construction works which was moderately performed. Furthermore, findings revealed factors influencing the practice of internal marketing in quantity surveying firms. Paramount among them are; the level of awareness of the quantity surveying profession (MS=4.08), availability of finances (MS=4.08), and, physical facilities and technological capabilities (MS=4.01). There is no significant difference in the views of employers and employees on these factors as they influenced the internal marketing of quantity surveying firms. Additionally, findings revealed that the significant impact of internal marketing on the competitiveness of quantity surveying firms includes firm's growth (MS=4.14), it improves employee self-competence (MS=4.10), it improves patronage (MS=4.10) and improves firms' chance of survival (MS=4.10). Moreover, the views of employers and employees on these impacts were the same. The study concluded that quantity surveying firms in the study area are mature and have an understanding of internal marketing. Some of the highly important activities of the employers and employees were less performed which implies that the practice of internal marketing of quantity surveying firms is still at a moderate level.