A Causal Relationship Model of Cold Chain Management through Technology for Enhancing Sustainable Competitiveness and Capability in Thailand

Chonticha Jansang; Natapat Areerakunlkan

Authors

Chonticha Jansang College of Logistics and Supply Chain, Suan Sunandha Rajabhat University
Natapat Areerakunlkan College of Logistics and Supply Chain, Suan Sunandha Rajabhat University

Keywords:

Cold Chain Management, Cold Chain Technology, Competitive Capacity, Sustainable Competitiveness

Abstract

This research aimed to: (1) examine the level of opinions regarding cold chain management, competitive advantage, cold chain logistics processes, and sustainable competitiveness in Thailand; (2) investigate the influence of cold chain management, competitive advantage, cold chain logistics processes, and sustainable competitiveness; and (3) explore guidelines for cold chain management processes using technology to enhance capacity and sustainable competitiveness in Thailand. A mixed-methods approach was employed: the quantitative study collected data from 420 cold chain logistics operators through questionnaires and analyzed the data using structural equation modeling, while the qualitative study involved structured interviews with nine key informants, including government representatives, entrepreneurs, and academics, and analyzed the data through content analysis. The results revealed that cold chain management directly influenced competitive advantage (coefficient = 0.62), while cold chain logistics processes positively affected operational continuity (coefficient = 0.58). Respondents placed high importance on production, storage, transportation, and technology applications ( = 4.01–4.15). Cold chain logistics processes also influenced product quality assurance (coefficient = 0.55). Moreover, differentiation and quick responsiveness were critical factors for competitiveness ( = 4.12). Overall, the developed model demonstrated statistical validity (/df = 1.87, RMSEA = 0.045), affirming the role of technology in enhancing sustainable competitiveness. Development guidelines suggest that entrepreneurs should invest in IoT, AI, and traceability systems to strengthen efficiency and reliability, alongside fostering collaborative networks between public and private sectors to ensure long-term sustainability.

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