Causal Factors Influencing Competitive Advantage and Business Performance of Health Food and Beverage Businesses of Thailand.

Abstract

      This survey research aimed to examine the causal factors influencing competitive advantage and business performance of health food and beverage businesses in Thailand. The study also investigated the influence of causal factors affecting competitive advantage and business performance, as well as developed a causal model of factors influencing competitive advantage and business performance of health food and beverage businesses in Thailand. The sample group consisted of 420 respondents, including entrepreneurs operating health food and beverage businesses and employees at the supervisory level or higher, aged 20 years and above, working in health food and beverage businesses in Thailand. Data were analyzed using statistical software with a significance level of 0.05. The statistical methods used included frequency, percentage, mean, standard deviation, confirmatory factor analysis (CFA), and structural equation model (SEM) fit assessment with empirical data.

      The results revealed that digital technology factors, modern management factors, and business networking factors had a high level of influence on competitive advantage. Furthermore, competitive advantage significantly influenced business performance at a high level. Digital technology factors, modern management factors, and business networking factors had direct positive effects on competitive advantage. In addition, competitive advantage had a direct positive effect on business performance. Moreover, digital technology factors, modern management factors, and business networking factors had both direct positive and indirect effects on business performance. The developed model demonstrated a good fit with the empirical data.