Factors in Market Orientation that Affect the Competitive Advantage of SME Businesses in the Central Northeastern Region
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Abstract
The objective of this research was to develop and validate the causal operations of SME businesses in the Central Northeastern region and to study the factors influencing the competitive advantage that affect the operations of these businesses. The sample consisted of 400 respondents, selected using a multi-stage sampling technique. The instrument used for data collection was a questionnaire, and structural equation modeling was employed to analyze the causal relationships and identify the paths of influence among the variables, which included five components: (1) Customer Relationship Management, (2) Entrepreneurship, (3) Service Quality, (4) Market Orientation, and (5) Competitive Advantage. The results of the research showed that the causal relationship model was consistent with empirical data, as indicated by the following fit indices: Chi-square = 94.426, df = 115, p = 0.936, CMIN/DF = 0.997, GFI = 0.975, AGFI = 0.981, CFI = 1.000, RMSEA = 0.024, and SRMR = 0.012. The final predictive coefficient was 0.79. Hypothesis testing revealed that customer relationship management, entrepreneurial capability, service quality, and market orientation all had positive influences on the competitive advantage of SME businesses. Among these, entrepreneurship had the most direct influence, while service quality had the most indirect influence on creating competitive advantage through market orientation. These findings can serve as the basis for planning and developing key elements that affect the competitive advantage of SMEs.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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