TRADITIONAL RETAIL BUSINESS DEVELOPMENT MODEL IN THE NORTHEAST ALONG THE BORDER OF THAILAND

Abstract

          The objectives of this research article were to study the influences of satisfaction with the purchase of products, product quality, service quality and value for money on the success of the traditional retail businesses along the country’s borderline in the Northeastern region of Thailand; This research employed a mixed research methodology combining quantitative and qualitative methods This research employed quantitative methods. For the quantitative research part the samples consisted of 440 people Using a stratified sampling method. Use questionnaires to collect data. And analyze data with structural equations. For qualitative research Use in - depth interviews with key informants, including traditional retailers. In the northeast region Along the border of Thailand, 21 people informants including entrepreneurs of the traditional retail businesses along the country’s borderline in the Northeastern region of Thailand and experts in the field of traditional retail business. They were selected via purposive sample. The research findings showed that service quality, value for money and satisfaction with the purchase of products had a direct influence on the success of the traditional retail businesses, with an influence coefficient of .23, .37, and .78, respectively, and a.05 level of statistical significance. In addition, all of these factors could predict the variance or the result by 81 percent. Researchers create innovative STR MODEL as a traditional retail business development model. In the northeast region Along the border of Thailand the qualitative research found that most of the retail business operators There is a need to support knowledge of online retail business management. And online market for the potential in market competition and more market share.