THE INFLUENCE OF DIGITAL-RELATED CAPABILITIES AND SUPPLY CHAIN AGILITY ON COMPETITIVE ADVANTAGE OF SMALL RESTAURANTS IN BANGKOK
Keywords:
Supply Chain Agility, Digital-related Capabilities, Competitive Advantage, RestaurantAbstract
This research aimed to study the effect of digital-related capabilities on the competitive advantage of small restaurants in Bangkok through supply chain agility. This is quantitative research. The research instrument was a questionnaire for collecting data from the sample sizes, which are 140 restaurants, registered as small companies limited in Bangkok. The stratified sampling was applied. The Partial Least Square Structural Equation Modeling (PLS-SEM) technique was used to analyze data.
The results of this research showed that the digital-related capability has both direct and indirect positive affect on the competitive advantage through supply chain agility with a statistical significance of 0.05. The path coefficient of the direct effect showed a value of 0.609, which is more than the path coefficient of the indirect effect which showed a value of 0.202. The results of this study can be used as a guideline for small restaurants to adapt themselves to dynamic business environments by learning how to select the maturity of digital technology, together with developing digital technology skills to increase competitive advantage.
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