Factors and Pathways to Success of Young Entrepreneurs in the Café Business: A Case Study of Mueang District, Songkhla Province.
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Abstract
This qualitative study aimed to 1) examine success factors of young entrepreneurs in the café business, 2) explore experiences and perspectives affecting long-term success, and 3) identify approaches to promote all four factors for sustainability. Data were collected through in-depth interviews using semi-structured interview guides with 12 café entrepreneurs in Mueang District, Songkhla Province, who had at least one year of business experience. Participants were purposively selected until data saturation was achieved. Data were analyzed using content analysis. The findings revealed four main success factors: Factor 1: Psychological factors, comprising self-efficacy, optimism, hope, and resilience; Factor 2: Personal characteristics, comprising demographic characteristics, personality traits, and entrepreneurial skills; Factor 3: Network factors, comprising necessity, asymmetry, reciprocity, efficiency, stability, and legitimacy; and Factor 4: Innovation factors, comprising product innovation, process innovation, and strategic innovation. Key factors for long-term success included product and service quality, identity and differentiation, and honesty toward customers. Major challenges were intense competition, personnel management, and technology adaptation. The study demonstrates that entrepreneurial success results from the integration of all four factors, with psychological factors serving as the most critical foundation. Recommendations for young entrepreneurs include balanced self-development across all four dimensions, particularly building confidence while remaining open-minded, creating authentic identity from their strengths, establishing strong networks, and continuously developing innovations. Related agencies should support skill development, network building, and infrastructure improvement to promote SME sustainability.
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