WELLNESS TOURISM MANAGEMENT AFFECTING ORGANIZATIONAL EFFECTIVENESS IN UTILIZING THE TRIDEVI LEADERSHIP STYLE: AN EMPIRICAL STUDY OF THAI TRADITIONAL PHARMACY PRACTICE FOR INDIAN CUSTOMERS

บทคัดย่อ

The purpose of this study was to investigate the relationships among the Tridevi leadership styles, customer satisfaction, and organizational effectiveness of Thai traditional pharmacy practice for Indian customers, based on the Hindu Goddess characteristics and the transformational leadership conceptual context. The study was purposive sampling and mixed-methods research in order to collect quantitative data using questionnaires from Indian clients who are customers of TTM wellness clinic in Bangkok, Thailand, and complemented by qualitative in-depth interview data, which were obtained from the client managers of the respective wellness clinics. Path analysis was performed using structural equation modeling, and the qualitative interview data were analyzed using content analysis. The findings show that the Tridevi leadership represented by Hindu goddesses significantly affected organizational effectiveness through customer satisfaction. The SEM model was confirmed to be valid. The impact of the independent variable was analyzed using regression weights showing that the Hierarchical Leadership model endorsed through the result was Adaptation & Empowerment had the highest impact by Parvati, then by Saraswati, and the lowest impact was Lakshmi. High scores were noted in Personalized care and Integration with Ayurvedic adaptogenic herbs as Individualized compound of Ya-Hom nostrum and Benchakul, Cultural learning for practitioners and Telepharmacy services as customer satisfaction dimensions. The most crucial practice areas were quite impressively high that would reflect a degree of organizational effectiveness were supply chain optimization, Joint certification for standards mutual traditional medicine professional career development and cultural sensitivity enhancement.