Causal Relationship Model of Factors Affecting Service Quality to Create a Competitive Advantage of Thai Massage Business in Thailand

Abstract

          The objectives of this study are 1) to study the current condition of customer relationship management Entrepreneurial features And service quality to create a competitive advantage of Thai massage business in Thailand 2) to create a causal relationship model of factors that affect quality Service to create competitive advantage of Thai massage business in Thailand Use concepts and theories about Customer relationship management Entrepreneurial features Service quality And competitive advantage Data collection tools are questionnaires. Population and sample groups include Thai massage business operators the sample group was 347 people. Statistics used in data analysis were percentage, mean, standard deviation. And structural equation analysis with the M-plus program.

1. Customer relationship management Entrepreneurial features Service quality and the competitive advantage found that the overall average was at a high level.
2. Creating a causal relationship model for factors affecting quality Services for creating competitive advantage of Thai massage business in Thailand, found that 1) Customer relationship management has a positive direct influence on competitive advantage. The path coefficient is equal to 0.006. 2) Entrepreneurial characteristics Has a positive direct influence on competitive advantage With a path coefficient equal to 0.028 and 3) service quality Has an indirect influence on competitive advantage With a coefficient of pathway equal to 0.948

The result of the research was the knowledge about creating competitive advantage of the Thai massage business. Entrepreneurs were able to take advantage of the study results to create business growth. By applying to conduct their business as appropriate with the nature of the business area to support sustainable business.