The Creating Competitive Advantage of Coffee Business in New Normal Loei Mueang District, Loei Province
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Abstract
The research article consisted of the following objectives: 1) to investigate the potential of creating competitive advantage of coffee shop business in the new normal, Mueang Loei District, Loei Province; and 2) to compare the competitive driving force on the competitive advantage of the coffee shop business in the new normal, Mueang Loei District, Loei Province. The population included 170 coffee shop entrepreneurs in Mueang Loei District, Loei Province. The data were collected using questionnaire and analyzed by statistical analysis software which were frequency, percentage, t-test, f-test, One-Way Anova, and Least Significant Difference (LSD).
From the study, the following results are found: 1) The potential of creating competitive advantage of coffee shop business in the new normal is overall at a moderate level. When each aspect is considered, they are discovered to be at a moderate level, with the first three highest opinions being as follows: bargaining power of suppliers, bargaining power of buyers, and bargaining power of the substitute products. The aspect with the least opinions is the obstacles posed by new competition; and 2) The competition that has impact on competitive advantage of coffee shop business in the new normal, Mueang Loei District, Loei Province when classifying by educational level and type of business, it is discovered that the bargaining power of suppliers and obstacles posed by new competition have difference with a statistical significance of 0.05 level.
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