Digital Entrepreneurs Toward Performances of Service Business in Southern Economic Corridor of Thailand

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Nilawan Sawangrat


The objectives of this research were threefold: 1. To study the operational characteristics of service businesses in the Southern Economic Corridor of Thailand; 2. To study the components of digital entrepreneurs, including customer orientation, competitor orientation, inter-functional coordination, and performance outcomes; 3. To study the comparison of small and medium-sized service businesses with large service businesses in the Southern Economic Corridor of Thailand; and 4. To develop a structural equation model (SEM) that portrays digital entrepreneurs' role in shaping service businesses' performance in the Southern Economic Corridor of Thailand. Quantitative and qualitative research methods were implemented in this study. The quantitative research sample comprised 150 large-scale and 150 medium- and small-scale The qualitative research sample consisted of nine experts. Data were collected through surveys and analyzed using various statistical techniques, including descriptive statistics, inferential statistics, multivariate statistics, and hypothesis testing via structural equation modeling (SEM) with the advanced statistical software AMOS.

The research findings indicated that large-scale, medium-scale, and small-scale hotels all attach significant importance to the digital entrepreneurs performance in service businesses in the Southern Economic Corridor of Thailand. Overall, this importance is statistically significant. Further analysis reveals statistically significant differences across all dimensions at the 0.05 significance level. Specifically, large-scale businesses are more critical than medium-scale and small-scale businesses. Moreover, the SEM analysis reveals that the model fits the data well, with a Comparative Fit Index (CFI) of 0.982, a Root Mean Square Error of Approximation (RMSEA) of 0.026, a Chi-square-to-degrees-of-freedom ratio (CMIN/DF) of 1.316, and a Chi-square value divided by the degrees of freedom (CMIN-ρ) of 0.118.

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How to Cite
Sawangrat, N. (2023). Digital Entrepreneurs Toward Performances of Service Business in Southern Economic Corridor of Thailand. Journal of Multidisciplinary in Humanities and Social Sciences, 6(6), 3403–3423. Retrieved from
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