Assessing the effects of internal marketing on organisational market competitiveness: Evidence from Nigerian Quantity Surveying Firms

Abstract

Abstract. The construction sector is competitive, and a quantity surveying (QS) firm, being a subset of this sector, is not exempt. For quantity surveying firms to compete in this environment, they need to improve their internal marketing. The study evaluates the impacts of internal marketing of quantity surveying firms on their market competitiveness. Data for the study were collected through a structured questionnaire administered to employers and employees in quantity surveying firms in Lagos State, Nigeria, using a random sampling technique. The one hundred and nine (109) questionnaires obtained from sixty-nine (69) registered QS firms were analysed using mean item score and standard deviation, with the results presented in tables. The findings revealed that internal marketing play a significant role in quantity surveying firms in a competitive environment as it facilitates firm’s growth, improves the firm’s chance of survival, improve the patronage, increases the firm’s competence, and improves employee performance and productivity of the firms, among others, and that internal marketing provides competitive advantage to the firm. To effectively promote the firm to external consumers, particularly in a competitive market, the study advised employers to view their employees as valued internal customers to enhance the effective service marketability of the quantity surveying firm