BUSINESS MANAGEMENT PROCESS AND THE BUSINESS COMPETITIVENESS OF THE SPORTS APPAREL PRODUCTION AND DISTRIBUTION BUSINESS AFTER COVID-19 OUTBREAK
คำสำคัญ:
Sports Apparel Production, Distribution Business After COVID-19 Outbreak, Business Management Process.บทคัดย่อ
This research concerns the sports industrial business competitive situation after COVID-19 outbreak. The objective of this research is to develop a relationship model of the electronic complaint management process and the quality of electronic service with the competencies of the sports apparel production and distribution business. This research is a mixed method between quantitative research and qualitative research. Using quantitative research to test the cause-and-effect relationship of factors regarding electronic complaint management processes and electronic service quality and business competencies. By collecting data using questionnaires with sports apparel business groups in Thailand, that are registered with the Department of Business Development in 2022, a total of 476 businesses, the sample size was 165 samples, qualitative research conducted by the in-depth interview and confirmed the results of the in-depth interview. By organizing a group discussion with the Federation of Thai Industries committee. Three people from the sports industry group and two sports business management academics analyzed the data using confirmatory factor analysis. and structural equation models.
The results of the hypothesis research found that 1) The electronic complaint management process has a direct influence on business competencies. and has an indirect influence on the potential of the business through the quality of electronic service. 2) The electronic complaint management process has a direct effect on the quality of electronic service and 3) the quality of electronic service has directly affected the competencies of the sports apparel production and distribution business. The analysis found that the hypothesized model is consistent with the empirical data. It is considered to pass the criteria with a χ2 value equal to 59.96, a p-value equal to 0.08, a χ2/df value equal to 1.62, a GFI value equal to 0.97, an AGFI value equal to 0.97, and an RMSEA value equal to 0.03. Therefore, it can be explained that the quality of electronic services under the components service efficiency system availability compliance and privacy have a direct influence on the growing competencies of sports apparel manufacturing and distribution businesses.
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