ปัจจัยที่มีอิทธิพลต่อการสร้างคุณค่าทางธุรกิจของบริษัทที่ปรึกษาด้านการบริหารจัดการในประเทศไทย

Apisara  Chiambanchong; Siriporn  Satchanan; Supatra  Chantanasiri; Ariya Phuwakeerivat

doi:10.60027/iarj.2026.e294644

Authors

Apisara Chiambanchong Bangkok Thonburi University, Thailand https://orcid.org/0009-0004-8284-1459
Siriporn Satchanan Bangkok Thonburi University, Thailand https://orcid.org/0009-0003-4500-7345
Supatra Chantanasiri Bangkok Thonburi University, Thailand https://orcid.org/0009-0008-6587-8662
Ariya Phuwakeerivat Bangkok Thonburi University, Thailand https://orcid.org/0009-0009-0937-0036

DOI:

https://doi.org/10.60027/iarj.2026.e294644

Keywords:

Influencing Factors, Business Value Creation, Management, Consulting Firms in Thailand

Abstract

Background and Aims: This research is a mixed-method research, which combines quantitative and qualitative research. The objectives are: 1. To study the level of business value creation strategies implementation in management consulting firms in Thailand; 2. To analyze the relationship between business value creation strategies and customer satisfaction 3. To study the relationship between business value creation strategies and the adoption of innovation and technology in organizations, and 4. To assess the influence of business value creation strategies on the sustainability and growth of management consulting firms. This research is a mixed-method research, using both quantitative and qualitative methods. The population of this research is senior executives of management consulting firms in Thailand who have established operations and have at least 3 years of service experience. The sample group used in this research was selected using purposive sampling. The companies that meet the criteria such as having a clear strategy, using technology or innovation, using consulting firms in Thailand, having appropriate organizational size, and having executives who can provide comprehensive information.

Methodology: The sample size will be between 378 and 8 for qualitative data collection through in-depth interviews. They were grouped to summarize the main points for consideration in creating research variables and discussing the research results. The tools used for data collection are questionnaires. The statistics used in this research are percentages, means, standard deviations, and by using regression analysis consisting of 5 factors: satisfaction, innovation and technology adoption, sustainability, business growth, competitive advantage, and business value creation.

Results: The research findings were that the majority of respondents were female, in their mid-career years, and in positions with medium to high expertise. The analysis revealed that business value creation strategies in terms of performance measurement, innovation creation, and customer relationship management were positively related to customer satisfaction, innovation, and technology adoption, and were statistically significant factors influencing organizational sustainability and growth, consistent with the Value Chain Theory and the Resource-Based View (RBV). Furthermore, competitive advantage also impacts business value creation, particularly in areas like brand, customer service, and networking, which are key drivers of sustainable consulting firms in Thailand.

Conclusion: Business value creation strategies, particularly in the areas of performance measurement, innovation development, and customer relationship management, were found to have a positive relationship with customer satisfaction and the adoption of innovation and technology. In addition, these strategies had a significant positive influence on organizational sustainability and growth. Furthermore, it was found that competitive advantage affects business value creation, especially in terms of branding, customer service, and business networking, which are key factors driving the sustainable potential of management consulting firms in Thailand.

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