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Relationship between Marketing Capability and Marketing Survival: An Empirical Study of Fashion Retailing Thailand |
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| รหัสดีโอไอ | |
| Creator | Supannee Pornpakdee |
| Title | Relationship between Marketing Capability and Marketing Survival: An Empirical Study of Fashion Retailing Thailand |
| Contributor | Chatchai Inthasang |
| Publisher | Doctor of Philosophy in Social Sciences Association Ramkhamhaeng University |
| Publication Year | 2569 |
| Journal Title | Ph.D. in Social Sciences Journal |
| Journal Vol. | 16 |
| Journal No. | 2 |
| Page no. | e284005 |
| Keyword | Marketing Capability, Marketing Advantage, Marketing Survival, Fashion Retailing |
| URL Website | https://so05.tci-thaijo.org/index.php/phdssj |
| ISSN | 2985-0037 |
| Abstract | This research article aims to study (1) the level of opinion of each component of marketing potential, marketing advantage and marketing survival of Thai fashion retail stores; (2) the influence of each component of marketing potential on the marketing advantage of Thai fashion retail stores; and (3) the influence of marketing advantage on the marketing survival of Thai fashion retail stores. A questionnaire was used to collect data from 322 entrepreneurs or managers in fashion retailing. The validity and reliability were checked, which are content validity by an expert. The result of discriminant validity tested by factor analysis shows a value between .811 - .920, and the result of Cronbach’s Alpha Coefficient test of reliability value between .877 - .921. This research analyzes data using the descriptive statistics method and multiple regressions for hypothesis testing. Findings are as follows: the entrepreneurs or managers had the overall opinion on the marketing capability, marketing advantage, and marketing survival of fashion retailing, in Thailand in the highest level. In addition, the results of hypothesis testing found that marketing capability (marketing learning, customer relationship management, and marketing adaptation) has a significant and positive effect on marketing advantage. Likewise, marketing advantage explicitly leads to the marketing survival of fashion retailing in Thailand |
