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Strategic Innovation Management for Promoting Gold Selling Business Services in Nonthaburi Province |
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| รหัสดีโอไอ | |
| Creator | Sasapak Sirisinolan |
| Title | Strategic Innovation Management for Promoting Gold Selling Business Services in Nonthaburi Province |
| Contributor | Nuntaya Kongprapun, Jidapa Rangmeesrisuk, Monnapat Bunyaburana, Sompong Phipatakesakul |
| Publisher | Department of Political Science, Mahamakut Buddhist University |
| Publication Year | 2567 |
| Journal Title | Journal of Political Science Mahamakut Buddhist University |
| Journal Vol. | 4 |
| Journal No. | 5 |
| Page no. | 59-76 |
| Keyword | Innovation, The strategic management innovations, The gold business, Service, Nonthaburi Province |
| URL Website | https://so02.tci-thaijo.org/index.php/jpsmbu/index |
| Website title | https://www.tci-thaijo.org/ |
| ISSN | 2773-9147 |
| Abstract | This research aims to 1) Analyze the factors affecting the gold business service in Nonthaburi Province, 2) Study the impact of factors affecting the gold business service in Nonthaburi Province, and 3) Propose strategic management innovations to promote the gold business service in Nonthaburi Province. The study used a mixed method approach, combining quantitative methods by questionnaire and qualitative methods by in-depth interviews. The quantitative sample consists of 400 people, while the key informants group includes 15 people. Data analysis involves statistical methods such as frequency, percentage, mean, standard deviation, T-tests, one-way ANOVA, and multiple regression analysis. Interview data are analyzed using QDAT Knowledge; 6’C techniques.The research findings reveal that: 1. The level of factors affecting gold business services in Nonthaburi Province is generally high (mean = 4.00). When examined by category, the highest average is found in new products and services (mean = 4.09), followed by customer convenience (mean = 4.01), delivering value to customers (mean = 4.01), appropriate platforms (mean = 4.01), and new processes (mean = 3.97). The category with the lowest average is participation in creativity (mean = 3.91).The influence of factors affecting gold business services in Nonthaburi Province, covering all six aspects, is as follows: 1) New products and services, 2) New processes and appropriate timing, 3) Delivering value to customers, 4) Customer convenience, 5) Appropriate platforms, and 6) Participation in creativity. The research found that these factors have an influence with an R² value of 0.069 (6.90%). Strategic management innovations have a significant positive impact on promoting gold business services in Nonthaburi Province across all six aspects, with statistical significance at the 0.01 level.The strategic management innovations to enhance gold business services in Nonthaburi Province include six aspects: 1. Implementing digital technology, 2. Applying technology to improve work processes, 3. Developing new products and services, 4. Utilizing data and analytics, 5. Training and developing employees, and 6. Effective financial management. |
