ผลกระทบของการสร้างคุณค่าร่วมที่มีผลต่อความจงรักภักดีของวิสาหกิจชุมชนในประเทศไทย

Naruedol Sawatsri; Nava Masaunjik; Auscharaporn  Chalermchit

doi:10.60027/iarj.2026.e290358

Authors

Naruedol Sawatsri Rajabhat Maha Sarakham University, Thailand https://orcid.org/0009-0004-6495-3940
Nava Masaunjik Rajabhat Maha Sarakham University, Thailand https://orcid.org/0000-0001-8217-8475
Auscharaporn Chalermchit Rajabhat Maha Sarakham University, Thailand https://orcid.org/0000-0002-5050-144X

DOI:

https://doi.org/10.60027/iarj.2026.e290358

Keywords:

Value Co-creation, Loyalty, Community Enterprises

Abstract

Background and Aims: In today's business landscape, where environmental, social, and economic considerations are paramount, the sustainability of community-based businesses must prioritize value co-creation and loyalty. These elements are crucial for ensuring operations align with environmental, social, and economic concerns, ultimately fostering stronger and more sustainable community enterprises. The objectives of this study were: 1) To study the level of value co-creation in community enterprises in Thailand, 2) To study the level of loyalty in community enterprises in Thailand, 3) To explore their Sustainability, 3) To study the impact of value co-creation on loyalty of community enterprises in Thailand.

Methodology: This study employed a quantitative research approach. Data was collected from 251 Community enterprises using questionnaires. Statistical analysis included means, standard deviations, multiple correlation, and stepwise multiple regression analysis.

Results: 1) The level of value co-creation in Community enterprises was at a high level. All aspects were also high, ranked from highest to lowest mean: engagement, communication with customers, interactive participation, accessibility, and service provision. 2) The level of loyalty in community enterprises was at its highest level. All aspects were also highest, ranked from highest to lowest mean: trustworthiness, customer satisfaction, brand image, responsiveness, and repurchase intention. 3) Value co-creation, including service, experience, communication with customers, engagement, and access, has a positive impact on loyalty of community enterprises in Thailand, with a predictive power (R²) of 0.867, or 86.70%.

Conclusion: The findings indicate that strong value co-creation significantly enhances customer loyalty in Thai community enterprises. This suggests that active customer involvement and meaningful interactions are key drivers of trust, satisfaction, and long-term commitment.

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