Despite, customer relationship management (CRM) has reengineered the traditional marketing practices and recently gained wide attention in business and literature as an essential approach for achieving competitive advantage and profitability few works empirically investigated the impact of implementing CRM on marketing innovation capabilities in construction industry and particularly in developing countries context. In responding to this call, the current study aimed at helping to narrow the existing research gap in the literature and contribute to the accumulated knowledge by (1) empirically examining the effects of implementing the new dimensions of customer relationships on enhancing marketing innovation capabilities. (2) assessing the mediating role of CRM readiness in the relationship between CRM implementation and marketing innovation capability; (3) developing and validating a structural equation model for predicting the construction companies'marketing innovation capabilities; and (4) determining the extent to which the new multidimensional approach of CRM is actually applied in construction industry.