Abstract

This study examines the key success factors for construction projects in southern Thailand by applying McKinsey’s 7s model and the Service-Dominant (S-D) logic of marketing. It aims to identify how construction businesses can gain a competitive advantage by effectively utilizing resources. Data were gathered from 398 participants, including engineers, contractors, and business owners in the region. Using exploratory factor analysis, the study identifies eight key success components, including key performance indicators, staff qualifications, and organizational management. The results emphasize the importance of expertise, resource readiness, and operational strategies in achieving business goals and enhancing competitiveness in the construction sector.