Strategic Adaptation of Internet Cafes for Sustainable Competitive Advantage in the Digital Era in Thailand

บทคัดย่อ

This study aimed to examine the factors influencing the adaptation strategies of internet cafés in Thailand and to identify appropriate business strategies aligned with current market demands. A quantitative research design was employed. The study population comprised internet café users in Thailand, from which a sample of 400 participants was selected using simple random sampling. Data were collected using a structured questionnaire as the primary research instrument. The collected data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, to examine the characteristics and perceived importance of the factors associated with internet café adaptation.

The findings indicated that marketing promotion was perceived as the most important factor influencing customer attraction and business adaptation, particularly through advertising, promotional activities, and customer-engagement initiatives. Software quality and operational efficiency were also important, reflecting the need for reliable systems that support smooth and uninterrupted service. Service quality was another significant factor, particularly in relation to customer care and responsiveness. Location and physical environment were also important, with customers valuing convenient locations and comfortable, well-designed facilities. In addition, the availability and quality of equipment, including high-performance computers and high-speed internet connectivity, contributed to customer attraction. In contrast, price was perceived as a relatively less important factor, suggesting that customers placed greater emphasis on service quality, technological performance, and overall experience than on low prices. These findings provide practical implications for internet café operators seeking to develop adaptive and customer-oriented business strategies in an increasingly competitive digital environment.