Development of a smart retailer system for retailers in Bangkok, Thailand
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Abstract
This study aims to develop a smart retail system model that enhances the competitiveness of small-scale retailers in Bangkok, Thailand. A mixed methods approach was employed, combining qualitative interviews with nine retail experts and practitioners, and quantitative surveys from 500 consumers with a reliability coefficient (Cronbach’s alpha) of 0.981. The data were analyzed using Structural Equation Modeling (SEM).
The findings revealed that, based on both qualitative and quantitative analyses, the developed smart retail system model significantly explains the causal relationships among the key components. Organizational strategy strongly influences the value chain, which affects consumers' perceived value and purchasing behavior. This, in turn, leads to business effectiveness in terms of sales performance, customer satisfaction, and loyalty. Particularly, strategic planning that integrates technologies such as POS and CRM enhances retailers’ adaptability and responsiveness to consumer needs, contributing to long-term business growth. The developed model comprises five key components: organizational strategy, value chain, perceived value, purchasing behavior, and purchasing effectiveness. Organizational strategy directly affects the value chain and subsequently influences purchasing behavior, which significantly impacts business outcomes in terms of sales and customer loyalty (p < 0.01). The model demonstrated good fit indices: RMSEA = 0.041, CFI = 0.983, GFI = 0.945, and AGFI = 0.923.
Integrating technologies such as POS systems, CRM, and Big Data analytics into business strategy enhances operational accuracy and creates value perceived by customers. Especially for small retailers, the implementation of intelligent systems improves efficiency, reduces costs, and increases competitiveness. These findings provide practical implications for strategic planning, public policy formulation, and digital platform development to sustainably support traditional retailers in the digital economy.
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