CAUSAL FACTORS INFLUENCING THE SUCCESS OF THE GENUINE JEWELRY RETAIL INDUSTRY IN THAILAND

Abstract

This study employs a mixed-method approach, integrating both quantitative and qualitative research methodologies. The primary objective is to examine the causal factors that influence the success of the genuine jewelry retail industry in Thailand. The sample comprises 340 genuine jewelry retail entrepreneurs in Thailand. Key informants include 15 experts in the genuine jewelry retail sector in Thailand. Data collection instruments include questionnaires and structural equation modeling analysis, conducted using statistical software. Qualitative data is analyzed through content analysis. The findings revealed that: 1) The development of the causal relationship model for factors influencing the success of the genuine jewelry retail industry in Thailand showed that all indicators met the required criteria, indicating that the model was well-aligned with the empirical data. The model identified three key causal factors: resource management, organizational management, and marketing mix strategies (7Ps). Among these, resource management was found to have the greatest direct influence on the success of the genuine jewelry retail industry in Thailand. 2) The study of the causal factors influencing the success of the genuine jewelry retail industry in Thailand revealed that resource management, organizational management, and the marketing mix all had a statistically significant impact on the success of the industry at the 0.05 level.